Amul is a dairy cooperative in India owned by 3.2 million milk producers. It was formed in 1946 and is managed by the Gujarat Cooperative Milk Marketing Federation. Amul sparked the White Revolution in India and makes India the largest milk producer in the world. It has a 15% market share in the dairy category and 37% in ice cream. Amul pursues a strategy of developing demand through affordable products. It uses a distribution network of warehouses and cash transactions. The Amul brand represents multiple product categories. Growth has been substantial, with revenues increasing from Rs. 2000 crore to Rs. 4300 crore from 1999-2007. Key reasons for Amul's success include its low cost strategy, technology

1. Created By:
LINGAYYAKULAGERI

3.  Formed in 1946, is a dairy co-operative movement in India.
 A brand name managed by Gujarat Co-operative Milk Marketing Federation (GCMMF)
 Jointly owned by 2.79 million Milk producers in Gujarat
 Spurred the White Revolution of India, which has made India the largest producer of milk and milk
product in the world.

4.  Overseas Markets-
Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong-Kong and a few South African countries
 Fresh plans of flooding the markets of Japan & Sri Lanka
 Dr.Verghese Kurien, former chairman of the GCMMF- the man behind the success of Amul.
 Has a 15% market share in the Rs. 15000 Crore milk category, and a 37% share in the Rs. 900 Crore
organized ice-cream segment

5. AMUL BUSINESS STRATEGY
Developing demand
 Limited purchasing power, modest consumption levels
 A low-coast price strategy products
The distribution network
 Dry and cold warehouses
 Cash transactions throughout the supply chain
 JIT improves dealers return on investment (ROI)
Umbrella Brand
 Common brand for most product categories
 Amul’s sub-brands, edible oil product – Dhara, mineral water – Jal Dhara brand
while fruit drinks - Safal

6. Third party service providers
 Core is milk processing, production of dairy products
 Logistics of milk collection, distribution of dairy products, sale of products through
dealer and retail stores

7. Growth & Profitability Of Company :
 Annual Turnover of 4300 Crore (2006-07)
 Rs. 10000 Crore market in 2010
 Five decade to became Rs. 2000 Crore entity but the turn over doubled to over Rs. 4300 Crore
within nine years form 1999-07

8. 0
2000
4300
10000
1946 1999 2007 2008 2009 2010
Time Frame
Time Frame

9. Category Market Share Market Position
Chocolate Drink 90% 1
Butter, Ghee 85% 1
Cheese 50% 1
Sweets 50% 1
Milk Powder 40% 1
Ice-cream 24.75% 2
Chocolate 10% 3

10. TARGET AUDIENCE
Kids
Women
Youth
Calorie Conscious
Amul Kool, Chocolate, Milk Nutramul
Energy Drink, Amul Kool Milk
Utterly Delicious Pizza
Amul Pizza Cheese
Amul Cheese Spread
Amul Calci +
Amul Lite, Sugar Skimmed Milk Powder,
Amul Lite Slim and Trim Milk

11. NUMBER OF EMPLOYEES
1,000 (Marketing Arm) 3.6 million (3.6 million) (Milk producing members)

12. Milk Producer
Village Dairy
Co-op.
Dist. Milk
Co-op Union
State Co-op
Milk Mktg. Fed
The Consumer

13. SUCCESS!!
Low Cost Strategy
Technology and e-initiatives
Diverse Product Mix
Amul Butter, Milk Powder, Ghee, Amulspray, Cheese,
Chocolates, Shrikhand,
Ice cream, Nutramul, Milk and Amulya
Strong Distribution Network
The Brand Value of Amul- Quality
value for money, Availability, Service
Reasons behind the Success:

15.  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