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1. Case Study on Amul
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2. PREPARED BY
• PRIYA BHAGAT-13
• JIGAR BHEDA-17
• DIVYA JETHWANI-55
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3. ANAND MILK UNION LIMITED
{AMUL}
• Formed in 1946 at ANAND District in the State of GUJARAT,INDIA.
• Amul has encouraged the White Revolution of India which has made
India the largest producer of Milk & Milk Products in the World.
• It is also the World’s Biggest Vegetarian Cheese Brand.
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4. INTERNATIONAL SPREAD
• Amul has entered overseas markets such as Mauritius, UAE, USA,
Bangladesh, Australia, China, Singapore, Hongkong and a few South
African Countries.
• Its bid to enter Japanese market in 1994 but has not succeeded, but
now it has fresh plans of flooding the Japanese market.
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5. HISTORICAL BACKGROUND OF AMUL
• Amul’s birth is indelibly linked to the freedom movement in India.
• The First Amul Cooperative was the result of a Farmers.
• Sardar Vallabhbhai Patel vision to organize farmers.
• Dr. Verghese Kurien, who founded Amul.
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6. THE KARIA DISTRICT COOPERATIVE MILK
PRODUCER’S UNION (AMUL)
• Established in 1946 – two societies collected 250 liters of milk.
• Competed with Polson’s to supply milk to Bombay.
• 1952- Bombay Government terminated Polson’s contract and signed
with AMUL.
• 1955- Dairy and Milk powder plant was established with aid from the
United Nations Children’s Fund (UNICEF).
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7. Conti. . .
• 1960- AMUL pioneered production of Milk powder and body food
from buffalo milk.
• AMUL- meets producer demand for critical inputs, veterinary
services, artificial insemination and feed.
• Today AMUL members supply more than 9.2 Million litres of milk per
day.
• AMUL sells 3690 tonnes of cattle feed every year.
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8. THE AMUL MODEL
• The Amul Model of dairy development is a three-tiered structure with
the dairy cooperative societies at the village level federated under a
milk union at the district level and a federation of member unions at
the state level.
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9. 3 TIER STRUCTURE
Village
Level
• 200 members
• Committee of 8-9 members
District
Level
• Board of Directors-12
• 1000 Members(approx.)
State
Federation
• Members are chairpersons of district level Co-operative & Ex-official members.
• Representative from NDDB.
• Registrar of Co-operative of the State concerned.
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10. DISTRIBUTION CHANNEL
VILLAGE
DAIRY
COOPERATIVE
SOCIETIES
DISTRICT
MILK UNIONS
STATE MILK
FEDERATION
MARKET
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11. REASONS FOR SUCCESS
SUCCESS
Robust
Supply
Chain
Diverse
Product Mix
Technology
Strong
Distribution
Network
Low Cost
Strategy
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12. SWOT ANALYSIS
• Largest Food brand in India
• High Quality, Low Price
• Highly Diverse Product Mix
• Robust Distribution Network
STRENGTHS
• Cost of Operations
• ChocolatesWEAKNESS
• Penetrate international markets
• Diversify product portfolio to enter new product categories like processed foods, chocolates, etc.OPPORTUNITIES
• Increasing competition in Ice-Cream Segment
THREATS
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13. BUSINESS MODEL
Ghee
Butter
Cream
Packaged Milk
Ice-cream
Beverages
Dried Skimmed
Milk Powder
RAW MILK
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14. CONSUMER BASED MARKET SEGMENTATION
KIDS
Amul Kool
Nutramul
WOMENAmul Calci+
YOUTH
Pizza
Emmental Cheese
Cheese Spreads
CALORIE
CONCIO
US
Amul Lite
Trim Milk
HEALTH
CONCIO
US
Nutramul
Amul Shakti Health
Food Drink
Sugar Free Ice-creams
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15. INDUSTRY BASED MARKET SEGMENTATION
Restaurants, Coffee shop
chain
Ice Cream Manufacturers
Bakery & Confectioneries,
Pizza outlets,
Snack outlets
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16. PRODUCT MIX
MILK
TO
MAYONNAISE
COFFEE
TO
CHEESE SPREADS
BUTTER
TO
BREAD
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17. ADVERTISEMENTS
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19. THANKYOU
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