SlideShare a Scribd company logo
• Submitted By:
Ankit Batra
16110008
• Submitted To:
Dr. Kiran Bajwa
• Founded in 1946 and reorganized in 1973, the Gujarat
Cooperative Milk Marketing Federation (GCMMF) was a food
product–marketing organization based out of Gujarat in west
India
• The company marketed almost all of its products under the
flagship brand, Amul
• A large product portfolio in key categories such as dairy and its
associated products — butter, ice cream, cheese, cream,
yogurt, oils, and fats
• The company registered a sales turnover of INR₹207.3 billion
for 2014/15, an increase of 14 per cent over the previous year
• In March 2015 (Amul) the market leader in the Indian dairy
market, planned to launch the sale of camel milk in India
• Middle Eastern, Asian, and North African cultures had used
camel milk as a natural remedy for diabetes for centuries
• In 2006, the Food and Agriculture Organization of the United
Nations acknowledged that people believed in the nutritional
value in camel milk and predicted that consumption would go up
when consumers could buy the milk easily that is Ease of
availability of product is utmost important for doing Business
• The Food and Agriculture Organization of United Nations
listed camel milk as having three times as much vitamin
C as cow’s milk, with a high content of unsaturated fatty
acids and B vitamins
• However, India had not yet regulated the consumption of
camel milk
• With product approval Amul’s next big opportunity after
the success of its long life cow’s milk brand is camel milk
• India was at the risk of becoming the diabetes capital of
the world by 2025, with rapid globalization and lack of
precautionary measures identified as the leading causes
of diabetes in the country
• Analysis of camel milk showed that it contained 52 micro
units of insulin per millilitre, which was 60 per cent more
than the average external insulin required by Type 1
diabetic patients
• Camel milk’s natural probiotic properties52 made it easy
to digest, and it could be consumed by lactose-intolerant
people
• Should Amul introduce the product exclusively for
patients with autism and Type 1 diabetes?
• Should Amul introduce the benefits camel milk had over
cow’s milk?
• Should Amul introduce the product as a healthy variant
for fitness- and health-conscious customers?
• India had been the largest dairy-producing country in the
world since 1998, according to a National Dairy
Development Report on the country’s dairy industry.
• The report also predicted a substantial growth in the
industry in coming years, expecting the demand to reach
200 tonnes (t) by 2022
• The per-capita availability of milk in India was 302 grams
per day in 2013 Which is anticipated to reach 336 grams
per day by 2017.
• With a change in (and Westernization of) diet patterns,
people were consuming increasing amounts of dairy
products other than just Cow’s liquid milk
• Cost-effectiveness, coupled with factors such as evolving
tastes, preferences, and higher affordability, led
cooperatives to venture into the value-added dairy
products (VADP) segment for higher profitability
• The shift in consumers’ preferences and the emergence
of a new health-conscious generation led to increased
interest in purchasing VADPs
• The average daily yield of a lactating camel was 2.5 to 6
kilograms and population of camel is at verge of extinct
• Camel milk, which was dense white in colour, had a
sweet and sharp taste, but could also taste salty
• Changes in taste were attributed to the type of fodder
and the availability of drinking water
• Factors considered important when rating the quality of
camel milk included the age of the animal, the stage of
lactation, the quality and quantity of feed, and the amount
of water available during animal feeding.
• The taste of camel milk was drastically different to the
taste of full-fat cow’s milk, making it difficult for many
consumers to adapt to the taste
• Camel milk had a very short shelf life of four to five
hours55 — half that of cow’s milk
• It took as long as 10 to 12 hours for camel milk to turn to
curd, compared to the three to four hours it took for cow’s
milk
• Camel milk contained less vitamin A, B2, folic acid, and
pantothenic acid than cow’s milk, which might be viewed
by some as a negative.
• There was a drastic drop in the camel population in India
from 500,000 in 2003, to 300,000 in 2013, hence, the
drop in camel population was seen as a problem that
needed urgent attention
• Only a few locations in India had the resources to sustain
large herds of camels.
• The herds were mainly Mewari camel, raised in the
Aravalli Hills (in South Rajasthan), the Udaipur,
Chittorgarh, and Rajsamand districts, the Neemuch and
Mandsour districts (in Madhya Pradesh), and in the
Banaskantha district (in Gujarat)
• Amul, the market leader in the Indian milk industry, had
pioneered several progressive initiatives and stayed
current through continuous product development and
knowledge of consumer trends.
• No company in India had yet tapped into the camel milk
market, and this could give Amul a head start in an
unexplored segment.
• The company needed to assess its capabilities and
competitors in India’s booming dairy products market,
where a growing economy and increasing health
awareness were pushing Indian consumers to look at
healthier nutritional options.
• Whether Amul enter the promising camel milk segment
to take advantage of the evolving preferences of Indian
consumers and the current industry and global trends
• Knowing that Indian consumers were as yet unaware of
camel milk as a market product, whether Amul introduce
the product exclusively for autistic and diabetic patients,
or should the company promote camel milk as a healthy
variant for fitness- and health-conscious customers in
general?
• How would Amul leverage its substantial brand presence
to overcome the challenges faced in the launch and
distribution of camel milk?

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Case Study on Amul camel Milk.pptx

  • 1. • Submitted By: Ankit Batra 16110008 • Submitted To: Dr. Kiran Bajwa
  • 2. • Founded in 1946 and reorganized in 1973, the Gujarat Cooperative Milk Marketing Federation (GCMMF) was a food product–marketing organization based out of Gujarat in west India • The company marketed almost all of its products under the flagship brand, Amul • A large product portfolio in key categories such as dairy and its associated products — butter, ice cream, cheese, cream, yogurt, oils, and fats • The company registered a sales turnover of INR₹207.3 billion for 2014/15, an increase of 14 per cent over the previous year
  • 3. • In March 2015 (Amul) the market leader in the Indian dairy market, planned to launch the sale of camel milk in India • Middle Eastern, Asian, and North African cultures had used camel milk as a natural remedy for diabetes for centuries • In 2006, the Food and Agriculture Organization of the United Nations acknowledged that people believed in the nutritional value in camel milk and predicted that consumption would go up when consumers could buy the milk easily that is Ease of availability of product is utmost important for doing Business
  • 4. • The Food and Agriculture Organization of United Nations listed camel milk as having three times as much vitamin C as cow’s milk, with a high content of unsaturated fatty acids and B vitamins • However, India had not yet regulated the consumption of camel milk • With product approval Amul’s next big opportunity after the success of its long life cow’s milk brand is camel milk
  • 5. • India was at the risk of becoming the diabetes capital of the world by 2025, with rapid globalization and lack of precautionary measures identified as the leading causes of diabetes in the country • Analysis of camel milk showed that it contained 52 micro units of insulin per millilitre, which was 60 per cent more than the average external insulin required by Type 1 diabetic patients • Camel milk’s natural probiotic properties52 made it easy to digest, and it could be consumed by lactose-intolerant people
  • 6. • Should Amul introduce the product exclusively for patients with autism and Type 1 diabetes? • Should Amul introduce the benefits camel milk had over cow’s milk? • Should Amul introduce the product as a healthy variant for fitness- and health-conscious customers?
  • 7. • India had been the largest dairy-producing country in the world since 1998, according to a National Dairy Development Report on the country’s dairy industry. • The report also predicted a substantial growth in the industry in coming years, expecting the demand to reach 200 tonnes (t) by 2022 • The per-capita availability of milk in India was 302 grams per day in 2013 Which is anticipated to reach 336 grams per day by 2017.
  • 8. • With a change in (and Westernization of) diet patterns, people were consuming increasing amounts of dairy products other than just Cow’s liquid milk • Cost-effectiveness, coupled with factors such as evolving tastes, preferences, and higher affordability, led cooperatives to venture into the value-added dairy products (VADP) segment for higher profitability • The shift in consumers’ preferences and the emergence of a new health-conscious generation led to increased interest in purchasing VADPs
  • 9. • The average daily yield of a lactating camel was 2.5 to 6 kilograms and population of camel is at verge of extinct • Camel milk, which was dense white in colour, had a sweet and sharp taste, but could also taste salty • Changes in taste were attributed to the type of fodder and the availability of drinking water • Factors considered important when rating the quality of camel milk included the age of the animal, the stage of lactation, the quality and quantity of feed, and the amount of water available during animal feeding.
  • 10. • The taste of camel milk was drastically different to the taste of full-fat cow’s milk, making it difficult for many consumers to adapt to the taste • Camel milk had a very short shelf life of four to five hours55 — half that of cow’s milk • It took as long as 10 to 12 hours for camel milk to turn to curd, compared to the three to four hours it took for cow’s milk • Camel milk contained less vitamin A, B2, folic acid, and pantothenic acid than cow’s milk, which might be viewed by some as a negative.
  • 11. • There was a drastic drop in the camel population in India from 500,000 in 2003, to 300,000 in 2013, hence, the drop in camel population was seen as a problem that needed urgent attention • Only a few locations in India had the resources to sustain large herds of camels. • The herds were mainly Mewari camel, raised in the Aravalli Hills (in South Rajasthan), the Udaipur, Chittorgarh, and Rajsamand districts, the Neemuch and Mandsour districts (in Madhya Pradesh), and in the Banaskantha district (in Gujarat)
  • 12. • Amul, the market leader in the Indian milk industry, had pioneered several progressive initiatives and stayed current through continuous product development and knowledge of consumer trends. • No company in India had yet tapped into the camel milk market, and this could give Amul a head start in an unexplored segment. • The company needed to assess its capabilities and competitors in India’s booming dairy products market, where a growing economy and increasing health awareness were pushing Indian consumers to look at healthier nutritional options.
  • 13. • Whether Amul enter the promising camel milk segment to take advantage of the evolving preferences of Indian consumers and the current industry and global trends • Knowing that Indian consumers were as yet unaware of camel milk as a market product, whether Amul introduce the product exclusively for autistic and diabetic patients, or should the company promote camel milk as a healthy variant for fitness- and health-conscious customers in general? • How would Amul leverage its substantial brand presence to overcome the challenges faced in the launch and distribution of camel milk?