under this PPT we are going to understand the leadership qualities, that what are the hurdles and challenges face by the company and how they overcome those challenges.

2. ∞ Amul started with just two village societies.
∞ Procurement of 247 Litre of milk in a day.
∞ Amul is a cooperative form of enterprise.
∞ Focus on member control.
∞ Amul connects to 12,792 village societies.
∞ Daily average milk of 65 lakh litre of milk in 2006-07.
∞ Amul identify Mumbai as market for liquid milk.
∞ Creation of nation-wide marketing network.
∞ Emphasis on brand building.
∞ Milk processing through latest technology.
∞ Mobilization of financial resources.
∞ Milk collection systems at the village level.
∞ Emphasis on member education and involvement.
∞ Milk production enhancement, animal health services.

3. ∞ Customers, including the literate, do not realize the aspects of good quality milk.
∞ Hygienic sourcing, low bacterial count and other aspects not understood by consumers.
∞ Multinational companies in the dairy industry are strong.
∞ Cannot even open a branch office without the approval of a petty bureaucrat.
∞ Private sector would enter dairy business with increase in investment capabilities.
∞ The availability of milk was priority to the housewife result in brand switching.
∞ Maintaining quality is not an easy task for GCMMF which has to market its products nationwide.
∞ Changing consumer preferences for dairy global brands.
∞ Cooperatives cannot do in view of their social responsibility.

4. ∞ IMPORTANCE OF LOW INCOME CUSTOMER
Realized the importance of the low income consumer who purchased loose milk by marketing 200
ml sachets and double toned milk.
∞ CUSTOMER PREFERENCE AND GLOBAL COMPETITORS
Realizing the importance of the TV network to promote the Amul brand. The federation also used
technology to print the brand logo prominently so as to convince the consumers.
∞ ATTRACTIVE PRICING
Ice-creams consumption was primarily in parlors and was restricted to the rich and urban upper
middle class consumers. In 1996, launched its ice-creams in fourteen flavors attractively priced at
Rs 10 per tub targeting low income consumer.
∞ ATTRACTIVE MARKETING
It also highlighted that its product was 100% vegetarian. The product was marketed across the
country and was available even in small towns of tourist.

5. ∞ ORGANIZED DISTRIBUTION CHANNEL
To facilitate smooth marketing of products the entire distribution has been organized in four
distribution highways namely ambient, chilled, fresh and frozen.
∞ BRAND BUILDING
Realized the importance of brand building and creating a brand identity right at the beginning. And
create close relationship between product strategy and brand building.
∞ OPPORTUNITY IDENTIFICATION
Acquired a dominant position in all product categories it marketed through sagacious product
management from opportunity identification to launch covering all major stages of product
management.
∞ MARKET RESEARCH
Conduct marketing research on various aspects of product opportunities, consumer satisfaction
and various marketing dimensions which helped the federation to sharply define its product-
markets and come up with a variety of products.

6. BUILDING A BRAND IDENTITY
Realized the importance of brand building and creating a brand identity right at
the beginning. There were three reasons for pursuing this strategy.
∞Close relationship between product strategy and brand building in a consumer
context and realized the importance of the low income consumer.
∞Profitability enhancement was possible mainly through brand building.
∞The origin of Amul itself was a response to marketing problems and unlike
other cooperatives which originated as government development programs.