1. Amul – The Taste of India
31-Dec-13
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2. 31-Dec-13
Priyanka Mandore
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3. About AMUL
• AMUL stands for Anand Milk Union Ltd.
• Incorporated: 1 December 1946
• It is Indian Dairy Co-operative based at Anand in the
state of Gujarat
• Derived from Sanskrit word ‘Amulya’ which means
Invaluable
• Amul spread white revolution in India, it made the
country the worlds largest producer of milk & milk
products
• It is brand managed by Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF)
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4. GCMMF – Over View
• GCMMF:
Gujarat
Cooperative
Milk
Marketing Federation.
• Its India's 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.
• Serve the interest of consumers by
providing quality products which are good
value for money.
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5. Dr. Varghese Kurien (1921-2012)
•Kurien was responsible for the creation
&success of Amul brand
•Indian social entrepreneur
•Father of white revolution for his billion
litres milk idea
• He founded around 30 institution of
excellence which are owned & managed
by farmers and run by professionals
•He is founding chairman of GCMMF
•Lal Bahadur Shastri appointed him as Chairman of National
Dairy Development Board
•He was awarded with Padmavibhushan & Magsaysay Award
for community leadership
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6. 31-Dec-13
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7. Products of Amul
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Milk
Milk Powder
Ice cream
Ghee
Milk drinks
Butter
Chocolates
Nutramul
Pizza
31-Dec-13
•Yoghurts
•Methai mate
•Cheese
•Fresh cream
•Cottage
cheese
•Bread spread
•Butter milk
•Lassi
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8. An Overview
Members:
17 district cooperative milk
producers' Union
No. of Producer Members:
3.18 million
No. of Village Societies:
16,914
Total Milk handling capacity:
16.8 million liters per day
Milk collection (Total):
4.66 billion liters
Milk collection (Daily Average):
12.7 million liters
Milk Drying Capacity:
820 Mts. per day
Cattle feed manufacturing
Capacity:
5890 Mts. per day
Sales Turnover
Rs. 157.48 billion
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9. • Amul has largest distribution network for any FMCG
company
• It has nearly 48 sales office, 5000+ dealers in
wholesale, 10 lakhs retailers in India
• Amul became the worlds largest vegetarian cheese
& largest pouched milk brand
• Largest exporter of dairy products in the country
• Amul products are available in over 40 countries of
the world
• In 2013 Amul was named the most trusted brand in
food & beverages sector in Brand Trust Report
published by Trust Research Advisory.
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10. Advertisements
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11. Advertisements
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12. Advertisement
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13. •
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The White Revolution inspired the notable Film
Film-maker: Shyam Benegal
Film Name: Manthan (1976)
Starred: Smita Patil, Naseeruddin Shah and Amrish Puri.
The film was financed by over five lakhs rural farmers
in Gujarat who contributed Rs 2 each to its budget. Upon its
release, these farmers went in truckloads to watch 'their'
film, making it a commercial success.
• Award: National Film Award for Best Feature Film in Hindi.
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14. Mix- Product for every one
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Product for youth
- Amul launched Chocolate milk under
brand
name of „Amul Kool Koko‟ targeting the
youth
•
31-Dec-13
Amul never forgot its “primary
customer”
- Amul collects 447,000 liters of milk
from 2.12 million farmers (many
illiterate)
Product for diabetic people
- India‟s First Pro-Biotic Wellness Ice
cream &
Sugar Free Delights For Diabetics
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15. Mix- Product for every one
• Product for the health
conscious
Amul Launched “low fat, low
cholesterol
bread spreads”
-
• Product for the price
sensitive India
- Low Priced Amul Ice Creams and
affordable „sagar‟ whitener
• Product for the urban class
- Amul launched pizza &
mozzarella cheese
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16. Sales Turnover
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17. The 3 C’s…
•Defending against Mahananda,
Vijay, Milma & other co-operative
milk brands
•Aggressive moves against
Britannia, Nestle, Mother Dairy
and Kwality
•Customers extremely satisfied
•Moved from loose milk to
•packaged milk
•Ready to try more products
•Improved socio-economic
conditions
•Largest milk brand in Asia
•More than 30 dairy brands
•Market leader in ghee & butter
•Very strong supply chain
•Enjoys Fine reputation
•Quality with Affordability
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18. Customer Based Market Segmentation
Amul Kool Chocolate Milk
Nutramul Energy Drink
Amul Kool Milk Shake
Kids
Women
Amul Calci +
Utterly Delicious Pizza
Amul Emmental Cheese
Amul Cheese Spreads
Youth
Amul Lite
Sagar Skimmed Milk
Powder
Amul Lite Slim and Trim
Milk
Calorie Conscious
Nutramul
Amul Shakti Health Food
Drink
Health Conscious
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19. Competitors
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Nestle
Britannia
Mother Dairy
Kwality
Vikas
Chitale
Haldiram
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20. Reasons For Success of Amul
1.
2.
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5.
Vast supply chain
Low cost strategy
Diverse product mix
Strong distribution
Technology & initiatives
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21. Amul – Product Portfolio
Category
Market Share
Market Position
Butter, Ghee
85%
1
Milk Powder
40%
1
Cheese
50%
1
Ice-cream
24.75%
2
Sweets
50%
1
Chocolate Drink
90%
1
Chocolate
10%
3
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22. Thank You !!
Your Feedback Please
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