The document provides an overview of Amul, a cooperative dairy brand in India, highlighting its history, growth, and contributions to the dairy sector, including its significant turnover and status as a major exporter. It discusses market dynamics such as competition, supplier and buyer bargaining power, and internal strengths and weaknesses, along with opportunities and threats in the industry. Additionally, it outlines objectives for an internship focused on understanding Amul's distribution and marketing strategies in Mumbai, recommending improvements for retailer engagement and product promotion.

1. Distribution List:
Distribution List:
Faculty Guide Company Guide
Prof. Nitin D. Bolinjkar Mr. Sandeep Bharade
Faculty, IBS – Mumbai Asst. Manager
AMUL

2. Founded in 1946 in Anand, Gujarat.
Inspired by the great Indian patriot Sardar Vallabhbhai Patel.
The Kaira District Co-operative Milk Producers Union Ltd. began with just
two village dairy co-operative societies and 247 litres of milk and is today
better known as Amul Dairy.
The founder Chairman is Dr Verghese Kurien , 1950.
GCMMF is India's largest food product marketing organisation.
Annual turnover is US $ 4.1 billion (2016-17).
Aim- provide remunerative returns to the farmers and serve the interest of
consumers by providing quality products which are good value for money.
GCMMF is India's largest exporter of Dairy Products.

3. Sales
Turnover
Rupees(in
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
2014-15 207330 3410
2015-16 230000 3500
2016-17 270850 4100
Years of Establishment 1973
Members 17 District Milk
Producers’ Union
No. Of Producer Members 3.6 Million
No. Of Village Societies 18,700
Total Milk handling capacity
per day
30 Million litres per
day
Milk Collection (Total) 6.57 billion litres
Milk collection (Daily
Average)
18.0 million litres
Cattle feed manufacturing
Capacity
7800 Mts. Per day
Sales Turnover- (2016-17) Rs.20785 Crores
(US$ 4.1 billion)

4. Porter’s five forces Analysis
Rivalry among the
competitors
 Aarey milk, Mahanda & Vadilal
dairy international etc.
 Local Dudhwalas.
Threats of entrants  Government rules and regulations
(Low)
 Cost and resource advantage
 Access to distribution channel
Bargaining power of
supplier
 As it is a cooperative society the
supplier has the right to bargain
 But there are many suppliers for
the same product.
Bargaining powers of
buyers
 Customers are price sensitive .
 Availability of more choice.
Threats of substitute  Unorganized players in the market
 Others competitors in the market

5. Strength
Strong brand equity in the mind of
customer.
Strong distribution network.
Wide varieties of products.
Strong quality assurance management.
Built up formidable images as a brand.
Promotional strategy as “ Taste of India
“ has great impact
Weakness
Low margins to the retailers as compared
to other competitors.
There is no replacement of any product.
All the Product has short life.
As it is a cooperative society it takes time
to implement new strategy
Supply problems in outskirt areas
Short supply of products to the retailers.
Opportunities
Increasing number of APO and Amul
parlours.
Largest exporter of dairy products in
countries like Dubai, Singapore etc.
Available facilities such as online
booking and delivery of goods .
Indian rural market -42% out of 70%
consumption. High potential in
consumption boom.
Threats
Competition from others brands.
Unorganized retail & local retail Vendor.
International players looking to foray
India.
Government rules and regulations (Low)

6. • The internship focuses on understanding the marketing and distribution network of Amul
Fresh Product which includes Amul Milk (Gold, Taaza, Cow milk), Buttermilk(Plain and
Spiced), Fresh Paneer, Dahi(Masti and Premium), and Lassi in the Mulund-Bandra-Khar-
Santacruz area of Mumbai
• Objectives –
To understand the distribution network of Amul dairy product.
To understand the marketing strategies used by Amul to establish itself as the market
leader in the dairy industry.
It aimed at enhancing the sale of Amul’s newly launched fresh products i.e., Amul Fresh
Paneer, Amul Premium Dahi, Amul Probiotic Lassi and Amul Spiced Buttermilk.

7. 33%
18%7%
15%
19%
4% 4%
Demand for Dairy Products
in Mumbai
Amul
Mahananda
Mother Dairy
Gokul
Local Dudhwalas
Shivneri
Others
There is a strong influence of Amul Fresh
Products in the Central and Western
Mumbai market (i.e., Mulund-Bandra-
Khar-Santacruz). Amul has positioned
itself in the minds of consumers as ‘best
quality yet cheap product’. Thus the
demand for Amul products is very high
making it the market leader in the dairy
market of India.
Recommendations-
Amul should work on winning retailers equity too with regular supply and standard margin.
Amul should not place more than one distributor in same market area and timely visit should
be given to the retail shops.
Products that come with any problem such as leakage should be replaced immediately.
Availability of Amul’s products should be increased in the retail shops.
The retail shops should be provided with the hoarding and banners of Amul which will attract
people’s attention resulting in promotion of the products.
More kiosk activities should be performed in-order to increase awareness and sale.
Amul should start promotion and advertising in ATL and BTL of its new product to increase
its awareness of new products