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Amul ppt from vivek


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Amul ppt from vivek

  1. 1. PRESENTATION 0NAMUL(ANAND MILK UNION LTD) Submitted by:- Ankur singla Ankush khullar Amit pathania Jaideep sharma Mohit kumar
  2. 2. AMUL Formed in 1946. Amul is derived from the sanskrit word “amoolya” meaning “precious”. It is a dairy cooperative in India. It is based in Anand , Gujrat.
  3. 3.  It has spurred the WHITE REVOLUTION of India, which has made India the largest producer of milk and milk products in the world. Annual turnover of US $2.2 billion (2010– 11). Amul has entered overseas markets such as Mauritius, UAE, USA, Oman, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries.
  4. 4. GCMMF – Over View  GCMMF: Gujarat Cooperative Milk Marketing Federation  GCMMF is Indias largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.  CRISIL, Indias leading Ratings, Research, Risk and Policy Advisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.5
  5. 5. History of Amul  Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India.  It is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).  AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative organizations success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development.  Amul has spurred the White Revolution of India. It is also the worlds biggest vegetarian cheese brand.6
  6. 6. Diverse Product Mix  Amul Butter,  Milk Powder,  Ghee,  Amulspray,  Cheese,  Chocolates,  Shrikhand,  Ice cream,  Nutramul,  Milk and Amulya7
  7. 7.  Breadspreads Amul Butter --- Amul Lite Low Fat Breadspread Amul Cooking Butter Delicious Margarine Milk Powders Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener
  8. 8.  Sweetened Condensed Milk Amul Mithaimate Sweets Amul Shrikhand & Amrakhand Amul Mithaee Khoya Gulabjamaun Amul Basundi Fresh Milk Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk
  9. 9. Curd Products Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Lite Dahi Amul Prolife probiotic Dahi Amul Masti Spiced Butter Milk Amul Lassee
  10. 10. Amul Icecreams Vanilla Royale Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) Natures Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic) Amul SUGAR FREE Frozen Foods (Milk Based Sweet) Amul ProLife Probiotic Ice cream
  11. 11.  Chocolate & Confectionery Amul Fruit & Nut Chocolate Amul Bindazz Amul Rejoice Amul kesar Brown Beverage Nutramul Malted Milk Food
  12. 12. 4P’sProduct Price• Dairy Products • Low Pricing• Cooking StrategyProductsPlace Promotion• Rural & Urban •Market Advertisement• International sMarket
  13. 13. Distribution channel farmers Milk Sold to Village & Village co- Local Residents operative Village co- LocalRestaurants/Ot societies(with operative her Milk related chilling units) businesses societies(without chilling units) Milk Processing Union & Chilling Plants Warehouses GCMMF Warehouses Wholesalers/C&S
  14. 14. HomeRetailers Delivery Contractors CONSUMERS
  15. 15.  There are 3500 wholesale distributors in India. 47 depots with dry and cold warehouses to buffer inventory of the entire range of products. AMUL products are found in around 5 lacs retailers spread all over India.
  16. 16. AMUL GROWTHSales Turnover Of 1505 million US dollar in 2008-2009 Sales US $ (in million) 1600 1400 1200 1000 Sales US $ (in million) 800 600 400 200 0
  17. 17. Low Cost Strategy  Amul adopted a low-cost price strategy to make its products.  Affordable and attractive to consumers by guaranteeing them value for money.18
  18. 18. Amul – Product Portfolio 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% 319
  19. 19. 100% Market Share90%80%70%60%50%40%30% Market…20%10% 0% Products
  20. 20. Strength• Largest food brand in India• High Quality, Low Price• Worlds Largest Pouched Milk Brand• Annual turnover of US $1504 million• Highly Diverse Product Mix• Robust Distribution Network
  21. 21. Weakness• Risks of highly complex supply chain system• Strong dependency on weak infrastructure• Alliance with third parties who do not belong to the organized sector
  22. 22. Opportunities• Penetrate international markets• Diversify products to enter new product categories• Expand existing categories like processed foods, chocolates etc
  23. 23. threats • Competitors - Hindustan Lever, Nestle and Britannia • Still competition from MNCs in butter • Growing price of milk and milk products • Ban on export of milk powder24
  24. 24.  Amul being a domestic brand and with high market share in all its subsidary product departments but still there’s a big rush of big MNC’s like Macdonalds,Subway and various ice-cream giants..even domestic Mother Dairy also competeting in a big way..hence GCMMF(Amul) will have to maintain its strong roots and robust distribution network
  25. 25.  To improve further Amul can try out the following ideas: I) Amul can venture out on new products like Toned milk, Condensed milk that can be used for sweets, Baby food products, II) There are certain product like Amul basundi, gulab jamoon, choclates etc which are not as popular as Amul ice cream. Amul must try to understand the cause of this through thorough market research and work on improving these products
  26. 26.  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. Amul has the opportunity to capture the more evolved young adults and children who are open to new products provided they meet their expectations.
  27. 27. CONCLUSION Amul one of the fastest growing industries of India. This industry has revolutionized the Indian dairy sector and also brought it back from the brink of extinction . Also it was one of the first successful cooperative associations in India and also now the market leader in the dairy sector .28
  28. 28. THANK YOU