Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat. It is managed by the Gujarat Cooperative Milk Marketing Federation and has grown to become the largest food brand in India. As of 2012, Amul had a 25% market share in the Indian dairy market and an annual turnover of $2.2 billion from procuring over 12 million liters of milk per day. Amul follows a cooperative model where milk producers control procurement, processing, and marketing through professional management.

1. Presented By--

2. Topic- Amul- Repositioning to
Establish ‘Youth Connect’

3. BIRTH OF AMUL
 Amul (Anand Milk Union Limited), formed in 1946, is a dairy
cooperative movement in India.
 It is managed by Gujarat Co-operative Milk Marketing Federation
Ltd. (GCMMF).
 AMUL is based in Anand, Gujarat and has been a sterling example
of a co-operative organization's success in the long term. The Amul
Pattern has established itself as a uniquely appropriate model for
rural development.
 Amul has spurred the White Revolution of India. It is also the world's
biggest vegetarian cheese brand.

4. •Amul grew from strength to strength ultimately becoming
synonymous with the milk revolution in india.
•As of 2012, amul held a market share of 25% in indian
dairy.
•The turnover for the financial year(2010-11) was US $2.2
billion. Its dairy milk procurement was at around 12 million
liters (peak period) per day from 15,712 villages milk
cooperative societies.

5. The Amul Model
.Establishment of a direct
linkage between milk
producers and consumers
by eliminating middlemen
• Milk Producers (farmers)
control procurement,
processing and marketing
•Professional management
5

6. Product strategy they follow…….!!!!
Product Position Strategy.
Product repositioning strategy.
Product overlap strategy.
Product design strategy.
Production elimination strategy.
Diversification strategy.
Value marketing strategy.

8. • Largest food brand in India
• High Quality, Low Price
• World's Largest Pouched Milk Brand
• Annual turnover of US $1504 million
• Highly Diverse Product Mix
• Robust Distribution Network

10. • Risks of highly complex supply chain
system
• Strong dependency on weak infrastructure
• Alliance with third parties who do not
belong to the organized sector

12. • Penetrate international markets
• Diversify product portfolio to enter new product
categories
• Expand existing categories like processed foods,
chocolates etc.

14. • Competitors - Hindustan Lever, Nestle, Mother
Dairy, Britannia ,Goverdhan Milk etc..
• Still competition from MNCs in butter
• Growing price of milk and milk products
• Ban on export of milk powder
14

15. •Largest milk brand in Asia
•More than 30 dairy brands
•Market leader in ghee & butter
•Very strong supply chain
•Enjoys Fine reputation
•Quality with Affordability
•Customers extremely satisfied
•Moved from loose milk to
•packaged milk
•Ready to try more products
•Improved socio-economic
conditions
The 3 C’s…

16. FactsFacts
Members: 13 district cooperative milk
producers' Union
No. of Producer Members: 2.79 million
No. of Village Societies: 13,328
Total Milk handling capacity: 11.22 million litres per day
Milk collection (Daily Average
2008-09):
8.4 million litres
Milk Drying Capacity: 626 Mts. per day
Cattle feed manufacturing
Capacity:
3500 Mts. per day

17. Amul – Product Portfolio in GraphAmul – Product Portfolio in Graph
Marketshare
17

18. 18
Sales Turnover Rs (million) US$ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172
2011-12 116680 2500
2012-13 137350 2540
2013-14 181434 3024

19. Expansion to foreign shores
 GCMMF had signed an agreement with Wal-Mart to
stock its shelves with products under its Amul brand
name.
 Amul processed cheese, pure ghee, Shrikhand,
Nutramul, Amul's Mithaee Gulab Jamuns are few of the
products marketed in the US markets.
 50 per cent of Americans being medically obese, and if
Amul is really looking to capture the hearts of the
second- and third-generation.

20. Amul Flaavyo
Yoghurt
Product Details
•Product Name - Amul Flaavyo Yoghurt.
•Description - Flavoured Probiotic Yoghurt.
•Packing - 100 g Cup.
Product Specifications
•Composition - Toned Milk, Sugar, Fruit Pulp Compound, Stabilizer ,
Active Probiotic Culture and Vitamins.
•Nutritional Information - 117 kcal/100gm.
•Shelf Life - Best Before 15 days from Packaging.
•Storage condition - Keep Under Refrigeration below 8°C.

21. Amul is the market leader with more than 40% market
share and only brand having national presence in more
than 1,500 cities across length & breadth of India. It
reaches out to consumers from Kashmir to
Kanyakumari.It makes Amul icecream, “India’s only
National Ice Cream Brand!”.
Amul launches epic: A super premium range of ice cream.

22. YouthYouth
 Utterlydelicious
pizza
 Amul emmental
cheese
 Amul cheese
spreads 22

23. Health ConsciousHealth Conscious
 Nutramul
 Amul shakti health
food drink

24. Calorie ConsciousCalorie Conscious
• Amul lite
• Sagar skimmed milk
powder
• Amul lite slim and
trim milk

25. Events For Youth
• 2011- sponsored the netherland cricket team for
CRICKET WORLD CUP 2011 .
• 2011- in F1 event ,sponsoring sauber team at the
FIRST INDIA GRAND PRIX.
• 2012- sponsored indian contingent for olympic events
held in london.

26. • Uses a variety of media to
communicate.
• Most famous is billboard
campaign.
• The endearing polka
dressed girl and pun at
various issues increased
brand’s fan following.
• AMUL sponsored the
Singing Competition AMUL
Star Voice of India, Amul
music ka maha mukabla.
Promotion

27. Sensex falls
– July’15
Political clout
disrupts flight
schedules! –
July’15
Vyapam scam
gets murkier-
July’15

28. Debt crisis intensifies! –
July’15
Latest Lalit Modi controversy –
June’15
Lalit Modi’s allegations against CSK
players! – July’15

29. Inspite of promises,
Mumbai civically
unprepared! – June’15

30. Action@amul - 2015
May 21,
2015
With 51% growth in two years, Amul achieves turnover of Rs. 20733 crores
Mar 27, 2015
Visit of Shri Ashok Kumar Angurana, Secretary & Smt. Rajni S. Sibal, Joint
Secretary (CDD), Govt. of India to Anand.
Mar 26, 2015 Participants of "Dairy Asia - Towards sustainability"
Mar 26, 2015 KCC Annual Boxing Day Hockey 2014 - Players in Amul T Shirts
Jan 20, 2015
Visit of Dr. Sanjeev Kumar Balyan, Minister of State, Ministry of Agriculture
to Anand.
Jan 13, 2015
Visit of H.E. Mr. Tshering Tobgay, Honourable Prime Minister of Bhutan to
Anand

31. • Amul has risen from Indian soil and it remains Indian in
every sense.
• There is ample scope in the low priced segment as also in
other categories.
• There are a significant number of retailers who are
currently stocking more than two brands.
• Amul has the opportunity to capture the more evolved
young adults and children who are open to new products
provided they meet their expectations.