Amul – The Taste of India

Priyanka Mandore 131-Dec-13

2Priyanka Mandore31-Dec-13

About AMUL

• AMUL stands for Anand Milk Union Ltd.

• Incorporated: 1 December 1946

• It is Indian Dairy Co-operative based at Anand in thestate of Gujarat

• Derived from Sanskrit word ‘Amulya’ which meansInvaluable

• Amul spread white revolution in India, it made thecountry the worlds largest producer of milk & milkproducts

• It is brand managed by Gujarat Co-operative MilkMarketing Federation Ltd. (GCMMF)

Priyanka Mandore 331-Dec-13

GCMMF – Over View

• GCMMF: Gujarat Cooperative MilkMarketing Federation.

• Its India's largest food products marketingorganization.

• It is a state level apex body of milkcooperatives in Gujarat which aims toprovide remunerative returns to thefarmers.

• Serve the interest of consumers byproviding quality products which are goodvalue for money.

4Priyanka Mandore31-Dec-13

Dr. Varghese Kurien (1921-2012)

5Priyanka Mandore

•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

31-Dec-13

Priyanka Mandore 631-Dec-13

Products of Amul

• Milk

• Milk Powder

• Ice cream

• Ghee

• Milk drinks

• Butter

• Chocolates

• Nutramul

• Pizza

Priyanka Mandore 7

•Yoghurts•Methai mate•Cheese•Fresh cream•Cottage cheese•Bread spread•Butter milk•Lassi

31-Dec-13

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

An Overview

8Priyanka Mandore31-Dec-13

• Amul has largest distribution network for any FMCGcompany

• It has nearly 48 sales office, 5000+ dealers inwholesale, 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 ofthe world

• In 2013 Amul was named the most trusted brand infood & beverages sector in Brand Trust Reportpublished by Trust Research Advisory.

Priyanka Mandore 931-Dec-13

Advertisements

10Priyanka Mandore31-Dec-13

Advertisements

11Priyanka Mandore31-Dec-13

Advertisement

12Priyanka Mandore31-Dec-13

• 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.

Priyanka Mandore 1331-Dec-13

Mix- Product for every one

• Amul never forgot its “primary customer”

- Amul collects 447,000 liters of milk from 2.12 million farmers (many illiterate)

• Product for youth

- Amul launched Chocolate milk under brand

name of „Amul Kool Koko‟ targeting the youth

• Product for diabetic people

- India‟s First Pro-Biotic Wellness Ice cream &

Sugar Free Delights For Diabetics

14Priyanka Mandore31-Dec-13

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

15Priyanka Mandore31-Dec-13

Sales Turnover

16Priyanka Mandore31-Dec-13

The 3 C’s…•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

•Defending against Mahananda,Vijay, Milma & other co-operative milk brands•Aggressive moves against Britannia, Nestle, Mother Dairy and Kwality

17Priyanka Mandore31-Dec-13

Customer Based Market Segmentation

Kids

Women

Calorie Conscious

Health Conscious

Youth

Amul Kool Chocolate MilkNutramul Energy DrinkAmul Kool Milk Shake

Amul Calci +

Utterly Delicious PizzaAmul Emmental CheeseAmul Cheese Spreads

Amul LiteSagar Skimmed Milk PowderAmul Lite Slim and Trim Milk

NutramulAmul Shakti Health Food Drink

18Priyanka Mandore31-Dec-13

Competitors

• Nestle

• Britannia

• Mother Dairy

• Kwality

• Vikas

• Chitale

• Haldiram

Priyanka Mandore 1931-Dec-13

Reasons For Success of Amul

1. Vast supply chain

2. Low cost strategy

3. Diverse product mix

4. Strong distribution

5. Technology & initiatives

Priyanka Mandore 2031-Dec-13

Amul – Product PortfolioCategory 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

Priyanka Mandore 2131-Dec-13

Thank You !!

Your Feedback Please22Priyanka Mandore31-Dec-13