2. ABOUT THE COMPANY
´ AMUL- Anand Milk Union Limited formed
in 1946 is a dairy co-operative
movement.
´ Based in Anand, Gujarat & has been a
sterling example of a co-operative
organization·s success in the long term.
´ Amul has spurred the white revolution of
India.
´ The turn over of Amul in 2007-08 was
Rs.52.55 billion.
3. HISTORY OF THE COMPANY
´ The first milk Union milk was established in 1946 with
250 liters of milk.
´ Amul was established in 1955, in the year 1946 the
union was known as Kaira district co-operative milk
producers union. This union selected the name Amul.
´ The word Amul is derived from a Sanskrit word
´AMULYAµ which means priceless.
´ Shri Pandit Jawaharlal Nehru, the then prime minister
of India declared it open at Amul dairy on Nov20th,
1955.
´ Amul has more than 150 chilling centers in various
villages.
6. MARKET ANALYSIS & TYPE
OF INDUSTRY
´ Market share of Amul butter is around
86%
´ Market presence ² available in over
500,000 retail outlets across India.
´ Amul butter is made from- butter,
common salt, permitted natural color
(annatto)
´ Amul comes under FMCG sector.
7. PRODUCT ANALYSIS
´ Product Specification- Meets AGMARK
standards and BIS specifications.
No.IS:13690:1992.
´ Product personality- It is a unisex product.
´ USP- is its taste. Amul butter is made from
fresh cream by modern continuous butter
making machines (pure vegetarian)
8. PRODUCT LIFE CYCLE STAGE
´ Amul butter is in its Maturity stage , as it is the
most profitable stage and definitely Amul
butter is making huge profits as it dominates
the market with an overall share of 86%.
´ The sale is definitely increasing but at a slower
pace, has a very strong Brand awareness and
advertising expenditure thus reduced.
10. AMUL & ITS COMPETITION REPORT-
Amul-plans to protect near dominance
in low margin market with price.
Britannia- focusing on just top 30
cities
Nestle- an outsourced product to
complete dairy range.
