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D A I R Y / F M C G I N D U S T R Y
INTRODUCTION
DAIRY INDUSTRY
Evolution
• The People of India, were perhaps the first to practice
dairying.
• India produces approximately160 million tonnes of milk
per year and around 70 million rural households in India
are engaged in dairying.
Segment Breakup
• Fluid Milk: 46.07%, Ghee: 27.5%, Butter: 6.5%,
• Curd: 7%, PDCM: 6.5%, Milk Powder: 3.5%,
• Cheese: 2%, Ice-cream: 1%
Financials
• The industry contributes about 1,15,970 Cr. per annum.
Major Players
• Mother Diary, Kwality Limited, Dynamix, KMF
AMUL
Overview
 AMUL was established in 1955
 It is the No 1 dairy in Asia and No 2 in the world.
Financials
• It has a turnover of approximately 32,000 crore(
India).
Performance Ratios
ROA(%) -0.95 7 -0.4 6.29
ROE(%) -4.91 10.07 -2.14 9.26
ROCE(%) 4.71 33 5.71 29.4
Competitive Advantage
• Excellent Supply Chain Management
• Diversified product portfolio
• Well-established and positioned
• Economical promotional activities.
BARGAINING POWER OF
SUPPLIERS
GCMMF hold a very good relationship with
suppliers of milk that is the farmers of Gujarat.
They produce all the milk for them. Also the
suppliers are given very good price for their
produce. GCMMF also provide other facilities like
cattle feed and other health facilities to farmers
and their family. Similarly there are a lot of state
milk cooperatives are there.
BARGAINING POWER OF
CUSTOMERS
The customers have good brand perception
of amul. They are always ready to buy amul
products. Because of that its turnover
increases year by year. However aligning
with its vision of providing high quality
products to consumer at best prices.
THREAT OF SUBSTITUTES
The unorganised milk distribution has also
started providing milk based products.
They provide more personalised services to
consumers. Also milk based beverages face
threat from cold drinks and juices.
THREAT OF NEW ENTRANTS
There are new players in the industry
mainly in chocolate and ice cream sectors.
Changing governments polices and
regulations. Amul tries to maintain
customer loyalty
INDUSTRY RIVALRY
Amul is the market leader in butter, cheese and organized milk
distribution. The competitors have far less market share. Amul have
economy of scale in production which helps it in winning over its
competitors by lowering its prices.
STRATEGY AND POSITIONING
Competitive advantage
• Competitive Advantage
• Excellent Supply Chain
Management
• Diversified product portfolio
• Well-established and positioned
• Economical promotional
activities.
Distribution strategy
• Supplies in huge amounts to its C&F, who
is required to have the right arrangements
to store Amul products in bulk
• C&F then transfers the products to distributors
who in turn give it to retailers
• Direct sale team which sells to modern retail.
• Company has exclusive Amul stores.
Brand equity
Because of the excellent products, the top of the mind positioning, the fantastic distribution
and supply chain channels and finally the point of purchase branding and advertising of the
Amul girl, Amul finds itself in a very strong position where its brand equity is concerned.
Product Brand Competitors
Butter Britannia, Nestle
Cheese Britannia
Baby Food Nestle, Heinz
Dairy Whitener Segment Britannia, Nestle
Ice Creams HUL
Chocolates And Confectionaries Cadbury, Nestle
Pizza Pizza Hut, Dominos, Nirulas Frozen Pizza
Curd Nestle, Mother Dairy
Ultra High Treated Milk Britannia, Nestle
Sweet Condensed Milk Nestle
Paneer Britannia
Milk Additives Cadbury, Smithkline Beechan
Flavoured Milk Britannia, Nestle
AMUL COMPETITORS
Amulya-Dairy Whitener
Baby Food
Flavoured Milk
Butter
Ice-cream
Cheese
Sweet Condensed Milk
Chocolate Curd
DEMAND
COST
LOWLOW HIGHHIGH
RESOURCE BASED VIEW
FUTURE CHALLENGES
• Global demands and changes
• Foreign affiliations
• Competition
• Changing values & interest
• Urban Shifting
• Adoption of latest technology
• Increased need for R&D
• Production according to international standard with foremost quality
• To keep the price steady and reduce production and maintenance cost
• Expansion and upgrading of plant and equipment
• Better animal husbandry practices to enhance milk production
WHAT’S NEXT?
• New Avenues
 New processing unit in North East India
 Rs.800 crores will be invested annually to
increase milk processing capacity.
 Plans to increase turnover from 27000
crores to 50000 crores in 2020-21 fiscal
year.
 Introduction of Camel Milk for the first time
in India
 Acquisition of Delhi Milk Scheme
 Rs 20 crores investment in expansion of
Amul frozen pizza.
 Over 1000 new flagship outlets
 Targeting rural market of 230 million
• CSR
 Diary demonstration project
 Suvarna Jayanti Gram Swarojgar Yojana
 Blood donation Campaigns
 Amul Scholar
 Tree plantation
 Rural sanitation
 Real Vs Processed – Consumer Education
campaign
 Amul Relief trust
REFERENCES
• www.indianmirror.com
• http://data.conferenceworld.in/GNCG/P32-39.pdf
• http://www.trendingtopmost.com/worlds-popular-list-top-10/2017-2018-2019-2020-
2021/foods/best-dairy-companies-india-famous-pure/
• www.amul.com – Official Website
• https://www.marketing91.com/marketing-strategy-amul/
• http://www.amuldairy.com/
• www.financialexpress.com
• www.businesstandard.com
• www.isbinsight.isb.edu
• www.scribbed.com/doc/83820576/amul-stratergy
• Google Images

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Amul

  • 1. D A I R Y / F M C G I N D U S T R Y
  • 2. INTRODUCTION DAIRY INDUSTRY Evolution • The People of India, were perhaps the first to practice dairying. • India produces approximately160 million tonnes of milk per year and around 70 million rural households in India are engaged in dairying. Segment Breakup • Fluid Milk: 46.07%, Ghee: 27.5%, Butter: 6.5%, • Curd: 7%, PDCM: 6.5%, Milk Powder: 3.5%, • Cheese: 2%, Ice-cream: 1% Financials • The industry contributes about 1,15,970 Cr. per annum. Major Players • Mother Diary, Kwality Limited, Dynamix, KMF AMUL Overview  AMUL was established in 1955  It is the No 1 dairy in Asia and No 2 in the world. Financials • It has a turnover of approximately 32,000 crore( India). Performance Ratios ROA(%) -0.95 7 -0.4 6.29 ROE(%) -4.91 10.07 -2.14 9.26 ROCE(%) 4.71 33 5.71 29.4 Competitive Advantage • Excellent Supply Chain Management • Diversified product portfolio • Well-established and positioned • Economical promotional activities.
  • 3. BARGAINING POWER OF SUPPLIERS GCMMF hold a very good relationship with suppliers of milk that is the farmers of Gujarat. They produce all the milk for them. Also the suppliers are given very good price for their produce. GCMMF also provide other facilities like cattle feed and other health facilities to farmers and their family. Similarly there are a lot of state milk cooperatives are there. BARGAINING POWER OF CUSTOMERS The customers have good brand perception of amul. They are always ready to buy amul products. Because of that its turnover increases year by year. However aligning with its vision of providing high quality products to consumer at best prices. THREAT OF SUBSTITUTES The unorganised milk distribution has also started providing milk based products. They provide more personalised services to consumers. Also milk based beverages face threat from cold drinks and juices. THREAT OF NEW ENTRANTS There are new players in the industry mainly in chocolate and ice cream sectors. Changing governments polices and regulations. Amul tries to maintain customer loyalty INDUSTRY RIVALRY Amul is the market leader in butter, cheese and organized milk distribution. The competitors have far less market share. Amul have economy of scale in production which helps it in winning over its competitors by lowering its prices.
  • 4. STRATEGY AND POSITIONING Competitive advantage • Competitive Advantage • Excellent Supply Chain Management • Diversified product portfolio • Well-established and positioned • Economical promotional activities. Distribution strategy • Supplies in huge amounts to its C&F, who is required to have the right arrangements to store Amul products in bulk • C&F then transfers the products to distributors who in turn give it to retailers • Direct sale team which sells to modern retail. • Company has exclusive Amul stores. Brand equity Because of the excellent products, the top of the mind positioning, the fantastic distribution and supply chain channels and finally the point of purchase branding and advertising of the Amul girl, Amul finds itself in a very strong position where its brand equity is concerned.
  • 5. Product Brand Competitors Butter Britannia, Nestle Cheese Britannia Baby Food Nestle, Heinz Dairy Whitener Segment Britannia, Nestle Ice Creams HUL Chocolates And Confectionaries Cadbury, Nestle Pizza Pizza Hut, Dominos, Nirulas Frozen Pizza Curd Nestle, Mother Dairy Ultra High Treated Milk Britannia, Nestle Sweet Condensed Milk Nestle Paneer Britannia Milk Additives Cadbury, Smithkline Beechan Flavoured Milk Britannia, Nestle AMUL COMPETITORS
  • 6. Amulya-Dairy Whitener Baby Food Flavoured Milk Butter Ice-cream Cheese Sweet Condensed Milk Chocolate Curd DEMAND COST LOWLOW HIGHHIGH
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  • 10. FUTURE CHALLENGES • Global demands and changes • Foreign affiliations • Competition • Changing values & interest • Urban Shifting • Adoption of latest technology • Increased need for R&D • Production according to international standard with foremost quality • To keep the price steady and reduce production and maintenance cost • Expansion and upgrading of plant and equipment • Better animal husbandry practices to enhance milk production
  • 11. WHAT’S NEXT? • New Avenues  New processing unit in North East India  Rs.800 crores will be invested annually to increase milk processing capacity.  Plans to increase turnover from 27000 crores to 50000 crores in 2020-21 fiscal year.  Introduction of Camel Milk for the first time in India  Acquisition of Delhi Milk Scheme  Rs 20 crores investment in expansion of Amul frozen pizza.  Over 1000 new flagship outlets  Targeting rural market of 230 million • CSR  Diary demonstration project  Suvarna Jayanti Gram Swarojgar Yojana  Blood donation Campaigns  Amul Scholar  Tree plantation  Rural sanitation  Real Vs Processed – Consumer Education campaign  Amul Relief trust
  • 12. REFERENCES • www.indianmirror.com • http://data.conferenceworld.in/GNCG/P32-39.pdf • http://www.trendingtopmost.com/worlds-popular-list-top-10/2017-2018-2019-2020- 2021/foods/best-dairy-companies-india-famous-pure/ • www.amul.com – Official Website • https://www.marketing91.com/marketing-strategy-amul/ • http://www.amuldairy.com/ • www.financialexpress.com • www.businesstandard.com • www.isbinsight.isb.edu • www.scribbed.com/doc/83820576/amul-stratergy • Google Images