Analysis of Amul Company

2. PRESENTED BY
Name Roll No.
1) Vaibhav Balkrushna Thorat 57
2) Sumedh Sunil Sawaji 49
3) Sanskruti Deelip Keche 48
4) Sanket Rajesh Gupta 47
5) Saket Sunil Sahare 46

3. Enterprise History and Background
• Amul was founded in 1946 in Anand, Gujarat with a mission
to stop the exploitation of the farmers by middlemen.
• Amul is managed by the Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which is jointly owned by more
than 3.6 million milk producers of Gujarat.
• Amul has spurred the white revolution of India, which has
made India the largest producer of milk and milk products in
the world and the white revolution has finally created a
Billion-Dollar brand.
• Today Amul dairy is No-1 dairy in Asia and No-2 in the world,
which is matter of proud for Gujarat and whole India.
• Amul has more than 150 chilling centers in various villages.
• The Amul corporative was created by Dr Verghese Kurien,
who is also known as the Father of the White Revolution in
India.

4. Vision, Mission and Values
Vision
• “Amul’s vision is to provide more and more satisfaction to the
farmers, employees and distributers”
Mission
• GCMMF endeavour to satisfy the taste and nutritional
requirements of the customer of the world through excellence in the
marketing by the committed team. Through cooperative
networking, they are committed to offer quality product that
provides best value for money.
Values
• Customer Orientation
• Give customers a good, fair deal. Great customer relationships take
time. Do not try to maximize short term profits at the expense of
the building those enduring relationships.

5. Founder of the Enterprise
• Dr. Verghese Kurien was the founder of the Amul Company.
• He was the Chairman of the GCMMF (Gujarat Cooperative
Milk Marketing Federation Ltd), an apex cooperative
organization, based in the Anand town of Gujarat, India.
• Awards: Padma Vibhushan (1999),Padma Bhushan
(1966),Padma Shri (1965), and many more.
Dr. Verghese Kurien
26th Nov 1921 to 9 Sept 2012

6. Organisational Details Of Amul
The Key People of Amul
Shri. Ramsinh Prabhatsinh Parmar
Chairman
Rupinder Singh Sodhi
Managing Director
Head Office of Amul : Anand, Gujarat, India.

7. Geographical Footprints of Amul

8. CSR Activities
• Rural Sanitation Campaign
• Tribhuvandas Foundation
• Amul Scholarships
• Blood Donation
• Dairy Demonstration Farm
• Tree Plantation

9. The Brand Journey
• The brand name Amul means “AMULYA”.
• This word derived form the Sanskrit word “AMULYA” which means
“PRICELESS”.
• The Tagline/Slogan:
“The Taste of India”
• The Jingle:
Utterly, Butterly, Delicious…..Amul
• The Character/Mascot:
The Amul moppet has been the mascot of Amul since
1967, sporting a young girl in red polka dot frock with 'utterly butterly
delicious’ jingle.

10. The SWOT Analysis of Amul
Strengths
• Largest food brand in India & Asia
• High quality , low price
• Introduced TQM
• World’s Largest Pouched milk brand
• Annual turnover of 41000 crores
(2018-19)
• Highly diverse product mix
• Robust distribution network
Weaknesses
• Strong dependency on weak
infrastructure & completely dependent
on villages for its raw materials
• Risks of highly complex supply chain
system
• Short self life of its Product
• Alliance with third parties who do not
belong to the organized sector
Opportunities
• Penetrate international markets
• Diversify product portfolio to
enter new product categories and
expand existing categories like
processed foods, chocolates etc.
• Use internet to sell its products
Threats
• Competitors - Hindustan Lever,
Nestle, Britannia and local players
• Stiff competition from MNCs in
butter
• Ban on export of milk powder
• The yield of India cattle still much
lower than other dairy countries.

11. Top 5 Competitors of Amul
PRODUCTS BRANDS COMPETITING
BUTTER BRITANNIA,NESTLE
BABY FOOD NESTLE,HEINZ
ICE CREAMS KWALITY
WALLS,VADILAL,HUL
CURD MOTHER DAIRY, SUDHA
DAIRY
MILK ADDITIVES CADBURY

12. Amul’s Market Share
● Over the last one year, leading dairy Amul has further
strengthened its market leadership by eating into shares
of rival brands, Britannia & Co.
● While Amul’s all-India volume share rose to 71% during
the period from March 2017 to Feb 2018 from 64% in
the previous year.
● Britannia’s volume share declined to 17% from 20% and
Go’s share shrunk to 6% from 10% respectively.

13. Productwise Market Share of Amul

14. Financials
● The Gujarat Cooperative Milk Marketing Federation
Ltd., which markets Amul milk and dairy products,
reported a 13% increase in turnover to Rs 33,150 crore
in the year ended March 31.
● The Amul group's turnover exceeded Rs 45,000 crore,
which is also 13% higher than last year.
● The Amul Fedaration has achieved a compound growth
rate of more than 17.5% for the past nine years.
● Amul Federation expects at least 20% GACR growth
during the next 5 years, chairman, Ramsinh P Parmar
said

15. Contd..

16. Sales Turnover of Amul for last 10 Years

17. Market and Marketing
The Marketing Mix of Amul:
Product
• Dairy Products
• Cooking Products
Price
• Low Pricing Strategy ( Economical, Affordable)
Place
• Rural & Urban Market
• International Market
Promotion
• Advertisements (TV, Radio, Hoardings, You-Tube
etc.)

18. Segmentation
Wide range of product categories caters to consumers across all market segments.
For example, Amul Kool is targeted at children, while teenagers prefer Kool Café, as
it has a cool imagery associatedwith it. Also segmented as per KIDS, YOUTH,
HEALTH, CONSCIOUS, WOMEN, CALORIECONSCIOUS.

19. Advertisements:
• AMUL is well known for its innovative hoardings.
• Some of the latest ads of Amul are:
150th Birth Anniversary of
Mahatma Gandhi.
Sourav Ganguly elected as a
president of BCCI.

20. Market and Marketing (contd..)
Product Line of Amul
1. BREADSPREADS
2. CHEESE
3. MITHAEE
4. UHT MILK
5. PURE GHEE
6. INFANT MILK RANGE
7. MILK POWDERS
8. SWEETENED CONDENSED MILK
9. FRESH MILK
10. CURD PRODUCTS
11. AMUL ICECREAMS
12. AMUL CHOCOLATES

21. Digital Side of Amul
Presence in E-commerce:
Amul have B2B as well as B2C Ecommerce Business Model.
Amul Products- Just a Click Away! – AMUL Online App
• Amul started providing its products online through its website
and mobile app.
• The entire structure(website and app) supported by Infibeam’s
BuildaBazaar platform.
• BuildaBazaar is a SaaS-based Platform, which provides hordes of
digital services needed to run a successful online business. Be it
payment gateway integration, Logistics support, customer
service support, inventory and order management or simply put
end-to-end e-commerce services.
• AmulOnline offers cash on delivery option along with other
payments options like Debit card or Credit card and Net Banking.

22. Digital side(contd..)
Presence on Social Media
• The brand is active on two major social network Facebook and
Twitter.
• The brand uses its trademark Amul girl to create content on various
trending affairs nationally and internationally.
• Amul has been very interactive on Facebook and keeps users hooked
by various competitions. For example – It launched a campaign
‘Meme You’ to urge fans to create meme to spread the message “Eat
milk with every meal”.

23. Amul on Social Sites

24. Governance
Selfless leadership and dedicated professional –
Key to success
Achievements:
• GCMMF received APEDA Awards for 16 years continuously.
• GCMMF received Bronze Trophy at the Indian Marketing Awards –
2014.
• GCMMF – Finalist in World Beverage Innovation Awards – 2014.
• Forbes India leadership Award – 2015.
• GOLDEN PEACOCK ECO-INNOVATION AWARD 2016.
• IMC Ramakrishna Bajaj National Quality Performance Excellence
Trophy-2018.
• World Dairy Innovation Award- 2018.
Trading issues:
• Legal notice was issued to Google India Pvt Ltd.
• Case was filed for using brand name.
• K Rathnam was blamed for his alleged involvement in fraud .

25. Governance(contd..)
Cooperative Governance
External environment:
• Government policies
Regulatory framework
Taxation
Internal environment:
• Organizations structure
• Byelaws : 1) Membership
2) Management committee

26. Findings
• Products of Amul are properly segmented that everyone
can use their products.
• Advertisements of Amul especially hoardings updated
weekly on recent topics in the trends, and attracts the
customer attention.
• Amul has spread almost in every part of the country.

27. Conclusion
• Amul has risen from Indian soil and it remains Indian in
every sense.
• Amul has the opportunity to capture the more evolved
young adults and children who are open to new products
provide d they meet their expectations.
• Though Amul’s hoardings are a huge success, it can
penetrate even better in the rural areas by advertising
through the media.

28. Thank You..!