Amul

PRESENTED BY
Deepshikha Runthala
(20)
M V. Vinod kumar
(37) Tanai Sanghvi
 AGENDA OF THE PROJECT
• To discuss the strategies of Amul which
lead to its success.

• The Three-tier " Amul Model“.

• Industrial analysis :porter‘s 5 forces.

• Introduction about Amul cyber store.

 Introduction and history
• Amul formed in 1946, is a dairy cooperative in India with
250 liter milk per day with a name called KAIRA
DISTRICT CO-OPERATIVE MILK PRODUCERS
UNION.
• A brand name amul is managed by Gujarat Co-
operative Milk Marketing Federation Ltd.(GCMMF)
• Amul (The brand name "Amul" from the Sanskrit
"Amoolya" (meaning Precious) was suggested by a
quality control expert in Anand.)
• Amul has spurred the White Revolution of India, which
has made India the largest producer of milk and milk
products in the world.white revolution has finally created
billion dollar brand.
• Dr Verghese Kurien, the former Chairman of the
GCMMF-the man behind
Success of Amul
White Revolution.
(1966) Verghese Kurien’s Amul
experiment in Gujarat
soon blossomed into the
much larger Operation
Flood, spread over 23
states, 170 districts and
90,000 village
cooperatives. It changed
India from an importer to
the world's largest milk
producer and exporter.
Amul business model
Amul business strategy
Amul success story
 Industrial analysis: porter‘s 5 forces

Threat of new entrants

is high because there
are no entry barriers

Bargaining power of Bargaining power of

Competitive rivalry is more
suppliers is low because customers is high
because of other brands
the suppliers are rural because of various
and local players
milk producers competitors

Threat of substitutes is
very high because of
availability of other
products
Amul product mix
Amul product mix
Amul product diversification
 Amul 3c‘s model

• Amul has to defend • Customers extremely

against Mahananda, satisfied.
Vijaya, Milma, and other • Moved from packaged
cooperative milk milk to tetra pack.
Brands. • Improved socio-eco
• Aggressive moves conditions of the
against Britannia,
customers
Nestle, Mother Dairy,
Kwality

• Largest milk brand in

Asia
• More than 30 dairy
brands
• Market leader in ghee
and butter
• Enjoy fine reputation
• Quality with affordability
 The moppet who put Amul on
India's breakfast table

50 years after it was first

launched, Amul's sale figures
have jumped from 1000 tonnes
a year in 1966 to over 25,000
tonnes a year in 1997. No
other brand comes even close
to it. All because a thumb-sized
girl climbed on to the hoardings
and put a spell on the masses.
Amul hits
• The successful Bollywood film
in which the son plays the role
of the father and the father
plays the son - Dec.'09 

• Latest Bollywood block-buster

Kaminey - Aug '09. 
Amul hits ......
• Indian Tennis star Sania
Mirza to tie the knot with
Pakistani cricketer Shoaib
Malik - March'10 

• Longest and most spectacular

eclipse of the 21st century -
July '09
Amul hits ......
• Copyright controversy
surrounding Bollywood
release- 'Three Idiots' - Jan
'10 

• Landslide victory of the

Congress in the General
Election - May '09 
Amul hits ......
• Delhi High Court judgment
legalizing Homosexuality -
July '09 

• Growing popularity of
Facebook - July'09 
Amul hits ......
• Latest Bollywood release '
Wake up Sid ' - Sept'09. 

• Swine Flu pandemic creating

fear and panic - Aug '09. 
 Amul "Utterly Delicious"
Amul has recently entered into direct retailing
Parlors'
through "Amul Utterly Delicious" parlours created in
major cities Ahmedabad, Bangalore, Baroda, Delhi,
Mumbai, Hyderabad and Surat. Amul has plans to
create a large chain of such outlets to be managed
by franchisees throughout the country. AMUL
created Amul Parlours at some prominent locations
in the country, which are run by the company or its
wholesale dealers.

As a first step towards E Commerce in

India, Amul has offered the cyber
shopping experience with a wide range
of Amul dairy products in all major cities
of India.
customers can order your favourite
Amul Ice creams at the new Amul Ice
cream Cyber store.
The "Taste of India" is now a few clicks
away from your doorstep...
 conclusion
Every entity in the world will have its weaknesses and will face some or
the other threat. The following are the weaknesses and threats
associated with Amul brand:
• Less control over milk yield
• Cannot accommodate transport delays (perishables)
• Dependence on poor infrastructure for supply (roads, electricity etc)
Increasing population , increasing requirement Adulteration
• Saturation point not far away
• Unorganized players
• Other dairy co-operative societies
• Competitors are companies, not bound by inherent obligations of co-
operatives
Thank you