Brand: AMUL

Submitted By: Milind Sawant (41) Narendra Saini (36) Nadeem Usmani (54)

AMUL ² History

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's 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, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand. GCMMF: Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. 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. Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade . Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas

chairman of the Banaskantha Union.Other potential markets being considered include Sri Lanka. is recognised as the man behind the success of Amul. former chairman of the GCMMF. Created Dairy co-operatives at village level functioning with milk collection centers owned by them. First self motivated and autonomous farmers organization comprising of more than 5000000 marginal milk producers of Kaira District. Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers. Hong Kong and a few South African countries. was elected chairman of GCMMF. Amul is the live example of how co-operation amongst the poor marginal farmers can provide means for the socio-economic development of the under privileged marginal farmers. 5. Amul created history in following areas: 1. UAE. China. 3. Dr Verghese Kurien. Australia. 4. First to produce milk from powder from surplus milk. Singapore. USA. 2. Its bid to enter Japanese market in 1994 had not succeeded. ACHIEVEMENT: Amul : Asia s largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk. Computerized milk collection system with electronic scale and computerized accounting system. The first and only organization in world to get ISO 9000 standard for its farmer·s co-operatives. but now it has fresh plans of flooding the Japanese markets . .business with pride. Bangladesh.markets such as Mauritius. On 10 Aug 2006 Parthi Bhatol.

ice-cream. Literally. GCMMF recorded a turnover of Rs 2. including the US. cheese and buttermilk. GCMMF is also looking at Sri Lanka as one of its next export destinations. Mauritius and Hong Kong. West Asian countries and Africa. Amul products are already available on shelves across several countries. India s largest milk cooperative. Then. Australia.922 crore last fiscal. China. Gujarat Cooperative Milk Marketing Federation (GCMMF). Its products include pouch milk.Amul in abroad: Amul is going places. is waiting to flood the Japanese market. . ultra heat treated (UHT) milk. butter. After having established its presence in China.

And have a proven model for dairy development (Generally known as ´ANAND PATTERNµ). In the year 1955 AMUL was established. Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices. Amul Milk and Amulya have made Amul a leading food brand in India. This system leads to exploitation of poor and illiterates· farmers by the private traders. In the early 40·s. the main sources of earning for the farmers of Kaira district were farming and selling of milk. Amul Chocolates. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS· UNION. Nutramul. The brand name Amul means ´AMULYAµ. 6 billion in 2005). (The total sale is Rs. That time there was high demand for milk in Bombay. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word. Amul Ghee. The main supplier of the milk was Polson dairy limited. of the triumph of indigenous technology. This union selected the brand name AMUL in 1955. Amul products have been in use in millions of homes since 1946. Amulspray. This word derived form the Sanskrit word ´AMULYAµ which means ´PRICELESSµ. This union was started with 250 liters of milk per day. Amul Ice cream. of the marketing savvy of a farmers' organization. Amul Shrikhand. which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district. Amul Butter. Amul Milk Powder. Amul Cheese. . A quality control expert in Anand had suggested the brand name ´AMULµ. of the genesis of a vast co-operative network.Ownership In the year 1946 the first milk union was established.

he decided to fulfill the farmers demand. Mr. These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. He advised the farmers to form a society for collection of the milk. Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village level. without the intervention of Government. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union. Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis. . However.. the farmers were frustrated. did not seem to help farmers by any means. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. the govt. The milk commissioner of Bombay then visited Anand to assess the situation. Shri Desai held a meeting at Samarkha village near Anand. Since farmers sold all the milk in Anand through a co-operative union. who was a leading activist in the freedom movement. For 15 whole days not a single drop of milk was sold to the traders. The district union was also form to collect the milk from such village co-operative societies and to sell them. It gave the negative response by turning down the demand for the milk. when the exploitation became intolerable.However. on 4th January 1946. As a result the Bombay milk scheme was severely affected. Having seemed the condition. They collectively appealed to Sardar Vallabhbhai Patel. the farmers of Kaira district went on a milk strike. Instead of supplying milk to private traders. To respond to this action of govt. it was commonly resolved to sell the milk under the brand name AMUL. It was also resolved that the Government should be asked to buy milk from the union.

Target Customer Profile  Customer Based Segmentation .

 Industry Base Segmentation .

The Jingle: Utterly. The Tagline/Slogan: ´The taste of Indiaµ 4. 2." meaning Precious/Priceless.Brand Elements 1. delicious « Amul . comes from the Sanskrit "Amoolya. The Brand Name: "Amul. The Logo: 3." is the acronym of Anand Milk Union Limited. It was suggested by a quality control expert in Anand. butterly.

sporting a young girl in red polka dot frock with ¶Utterly butterly delicious· jingle. . 6.amul. The URL: www.com All these brand elements have built a reputation and a very high brand equity for Amul. The Character/Mascot: The Amul moppet has been the mascot of Amul since 1967.5.

corporate ads. then the managing director of the advertising agency. enhances the importance of consumer advertising as a marketing tool. pizzas. had a staid. It all began in 1966 when Sylvester daCunha. or cheese. clinched the account for Amul butter. the country saw the birth of a campaign whose charm has endured fickle public opinion.such advertisements are primarily directed at consumers. Amul has been consistant over the communication campaign and brand strategy. gimmickry and all else. These are the advertisements which are most prominent as very substantial portion of the total advertising budget is directed to potential buyers of consumer products through mass media. The butter.Amul . It always advertised its mother brand ² Amul. GCMMF not only skillfully avoided inter-union conflicts but also created an opportunity for the union members to cooperate in developing products Consumer Advertising:. companies used conventional methods of advertising where the focus was only on the food products and the tone of the pitch was serious. Amul changed the way food products were communicated to the people in India. Amul had resorted to consumer advertising as it ¶s target was the middle class of indian sector.but the point . and not its products like butter. The fact that the number of buyers of consumer items are generally very large and are widely distributed over a large geographically area further .This is also called end product advertising . ASP. which had been launched in 1945. The year Sylvester daCunha took over the account. primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine. AMUL has positioned itself as " Taste of India " and have ensured that their communication is in line with their positioning strategy By insisting on an umbrella brand. boring image.Communication Before Amul entered the picture.

Even today. Indirect Action Advertising : Indirect action advertising as against direct action advertising does not attempt to bring about an immediate behavioral response . Huge ad campaigns are not always necessary.to be noted is that they relied more upon emphasizing their brand rather than single product. Amul was/is targeting middleclass people so it has always been inclined to keep its price low and at same time it assures of reasonable quality. it·s a public-relation-approach advertising. AMUL adopted a low price strategy to make their products affordable and guarantee value to the consumer. Thus Amul believed that huge . the product mix was enhanced slowly by progressive addition of higher value products while maintaining desired growth in existing products. Beginning with liquid milk. even if you are selling something that is soo commoditized like butter. while competing in the market for high value dairy products. The purpose of Amul was not to bring about an immediate behavioral response but the aim of advertisements was to create a image in the minds of consumer regarding Amul. The choice of product mix and the sequence in which AMUL introduced its products is consistent with this philosophy. Institutional advertising: institution advertising s also called corporate advertising . The success of this strategy is well recognized and remains the main plank of AMUL's strategy even today. GCMMF ensures that adequate supplies of low value products are maintained. Pricing strategy adopted: Thus. Amul had wanted to build a goodwill for its brand and also it is always expressing a viewpoint on a controversial issue through the use of billboard which we are going to discuss under media platform used. what you need is a genuinely interesting way to interact with your customers. Amul wanted to build long term relation with its customers that is why it never adopted practice of aggressively selling the product. tell them your story and engage them in a conversation.

expenditure on advertising was not always necessary . Media Platform Used by Amul ? Media Planning: It is important phase of advertising campaign after creative strategy that is preparation of the right message. and (ii) value proposition to a large customer base by providing milk and other dairy products a low price Amul has made the use of following media platforms till know : 1. Amul was also facing the challenge of which advertising media to adopt which should integrate with its objectives which were : AMUL·s business strategy is driven by its twin objectives of: (i) long-term. 3. if an Advertisement has creativity and ingenuity it will achieve its purpose for which it has been designed. 2. Until and unless . sustainable growth to its member farmers. Outdoor media : hoardings/billboards Broadcast Media : television Non-broadcast Media : cinema Print media : newspapers . 4.general interest magazines . the message is communicated through the right medium to target customers the target is of no use .

Internet : independent websites . witty. whacky and sometimes controversial but invariably elicit a laugh. A new ad is apparently created every week and these ads revolve around the latest happening thing (good/bad/ugly) in the country (or local states) and can be anything associated with politics/sports/movies/people/laws/general events etc. wide-eyed. chuckle or at least a smile from almost everyone who understands the context. The ads have a central character ² a cherubic. and is all set to enter the Guinness Book of World Records for the longest run promotion campaign. and blue-haired girl/baby who is perhaps around 4-6 years old. The ads are very creative. The advertisements are in the outdoors category and are communicated through hoardings at busy junctions in all major cities across India. Amul had used outdoor advertising to a good effect with the middle class people as their targets they were able to create an image for their brand in the minds of consumer . The ads relate butter to the topic of the ad in a very amazing & intriguing manner«primarily by playing with words.portals OUTDOOR MEDIA : HOARDINGS The cooperative has been making extensive use of hoardings for promoting its flagship brand ¶Amul Butter· since 1966. dressed in a polka-dot frock. The words can be in plain English or Hinglish.5. Mascot advertising ( will be dealt with just after this section) Here are a few advertisements which appeared on hoardings : . humorous.

kanandairy.Online marketing efforts undertaken Buying Amul Products Online : As a first step towards Ecommerce in India.com The key benefits of BUYING ON-LINE are: .The "Taste of India" is now a few clicks away from your doorstep. You can order your favourite Amul Ice-cream at the new Amul Icecream Cyberstore. Amul is delighted to offer you the cyber shopping experience with a wide range of Amul dairy products in all major cities of India. Amul Products can now be ordered online on the website of our importer www.

a Gurgaon based company. Amul to set up its virtual production facility in Second Life Amul. o Makes you directly eligible to enroll for The Fly Me Home Contest Sponsored By Amul and many more Internet Promotions in the Pipeline.o Products shipped in a Reusable Attractive Styrofoam Ice US $10. US $5. chairman and managing director. o Receive Free Reusable Ice Pack for keeping food and drinks cold. Rahul Dutta. saves time. Butter Girl refrigerator magnet. ´Amul is planning to buy eight-10 islands. mileage and parking hassles. quality sealed product manufactured fresh in India's most advanced dairy manufacturing facility. Trimensions. equal to 160 acres of virtual land. etc. Trimensions. o Special Offers for Party Orders of 1 or more cartons of any single Amul Product. o Receive the satisfaction of Eating pure. is now working to expand its presence in the virtual world.00 Retail Value. o Get a free family pass for visiting Amul's Dairy Plant in Anand Gujarat. which established its presence in Second Life in March by setting up its virtual parlour. is helping Amul to develop its existence on Second Life. says. o No Sales Tax for Internet Sales except for Illinois residents at the Present time. o Amul Products delivered at your doorstep overnight. Ask for special quote. The objective behind launching a virtual setup is . all transactions are powered by AT&T Secure By which ensure complete security. in Second Life to set up a simulation of its production and distribution facility. o Receive Amul promotional items with your package like Amul Recipe Book.00 Retail Value. full-flavored. o Most important.

and experiment with any change in the production or distribution system virtually before executing it in the real world. audio and motion.tv.com. Amul has aired a lot of advertisements for its various product categories . Broadcast media: Television TV reaches every demographic category and achieves a certain impact with the use of colour .to demonstrate its functioning to the consumers. .It showcases short films and TV·s related to amul at this site recipes of favorite Indian dishes are also given. Amul.some of the advertisements which we had collected are here .

SWOT Analysis Strengths y Demand profile: Absolutely optimistic. Flexibility of product mix: Tremendous.Amul . Technical manpower: Professionally trained. built over last 30 years is the strength that GCMMF has. more than 80 per cent of milk produced is flowing into the unorganized sector. Margins: Quite reasonable. The margins are enough to limit the entry of potential entrants. the demand will stay and the sales at GCMMF are bound to increase over a period of time. y y y y y . The technology is brought from Denmark and the production of milk has benefited from that. Because of this the end consumer would benefit and a good product mix would emerge. even on packed liquid milk. Availability of raw material: Abundant. Enhanced Milk Production: Increase in the milk production with consequently increased availability of milk processing has led to increase in consumption and faster access to the consumers through effective distribution. The employees of GCCMF are highly recognized in the industry and have earned name for themselves as well as the federation. which requires proper channelization. Amul & GCMMF have leveraged this and has got itself a strong base of suppliers who provide them milk throughout the year. technical human resource pool. With balancing equipment. Milk being a necessity product. GCMMF has kept adding a wide array of products to its product line. Presently. Large number of dairy plants in public and cooperative sectors besides several others coming up in the private sector would result in competition.

it can approach any institution and raise any form of capital. As a result. Vast resources: Country has vast natural resources which offer immense potential growth and development for dairying. Moreover the financial resources available with the federation are immense and the reputation is such that in case of any further requirements. A lot depends upon the monsoon in the country. Cold refrigerated trucks are there in place and the warehouses also have the cold storage facilities that facilitate the transportation. Still perishability is there at the milk vendors end. y Lack of control over yield: Theoretically. Moreover. there is little control over milk yield. Moreover. coupled with higher income to rural . UHT gives milk long life. This does result in loss of some production.y Transportation: The transportation facilities and the easy availability of the special trucks have provided a boost. Increasing purchase power and changing tastes of the consumers: The purchasing power of the residents is increasing. the demand for products such as butter and cheese is increasing at a very rapid rate. This is because of the quality of cattle feed that would be available will not have the required nutritional content. increased awareness of developments like embryo transplant. Surely. artificial insemination and properly managed animal husbandry practices. y y Weaknesses y Perishability: Pasteurization has overcome this weakness partially. the consuming habits are changing. many new processes will follow to improve milk quality and extend its shelf life. But Amul Dairy is taking steps to store milk at the vendors end. As a result a lot of products are being consumed. Steps are taken to provide awareness regarding these and the penetration of quality feed is being increased.

He met failure head-on. Underdeveloped systems: There still exist underdeveloped raw milk collection systems in some parts of the country. But with the overall economic improvement in India. He entered the industry when there were only threats. the following areas must be tapped: y Competition: With so many newcomers entering this industry. Lack of proper implementation: Dairy development programmes have not been fully implemented as per the needs of the region in different agro-climatic zones. Infrastructure: The infrastructure that is available is not up to the current world standards. and success never endingµ. these problems would also get solved. However steps are being taken such as setting up of cold storage points at key collection centers to combat the situation. Also lack of infrastructure for offering dairy business management programmes to the trained personnel is creating a hindrance. Erratic power supply: The erratic power supply would cause harm in the processing of milk. y y y y Opportunities "Failure is never final.milk producers should automatically lead to improvement in milk yields. Dr Kurien bears out this statement perfectly. competition is becoming tougher day by day. But then competition . and now he clearly is an example of ¶never ending success·! If dairy entrepreneurs are looking for opportunities in India. y Logistics of procurement: Woes of bad roads and inadequate transportation facility make milk procurement problematic. All these factors lead to perishability of the procured milk.

which does not have any hand touch during any stage of process. packaging and presentation. y y . o o y Export potential: Efforts to exploit export potential are already on. There is a strong basis of cost efficiency. geriatric foods and nutritional. IT support: Software is now available for project formulation for dairy enterprise. khoa. The market is large enough for many to carve out their niche.both in terms of utilization of resources and presence in the market place. Nigeria.has to be faced as a ground reality. Sri Lanka. etc. ice creams. Moreover due to competition. Mother Dairy was the first fully computerized dairy in India. This will lead to a greater presence and flexibility in the market place along with opportunities in the field of brand building. Given below are potential areas of value addition: o Steps should be taken to introduce value-added products like shrikhand. and the Middle East. Markets: The market for the traditional as wells as processed dairy products is expanding both at the domestic and international front. Addition of cultured products like yoghurt and cheese lend further strength . there is a chance to better serve the market with innovative products. Amul is exporting to Bangladesh. y Value addition: There is a phenomenal scope for innovations in product development. dairy sweets. Yet another aspect can be the addition of infant foods. Following the new GATT treaty. It has also computerized its production processes. paneer. opportunities will increase tremendously for the export of agri-products in general and dairy products in particular. which GCMMF can leverage in the world market. flavored milk. In its Anand plant all products are processed computerized.

Threats y Milk vendors. y Creation of Non Tariff Barriers by Developed Nations: The Developed Nations have created Non Tariff Barriers related to Quality of the milk specifically. In these nations the milk is hands by the farmers owning the cattle do milched with the help of machines. the un-organized sector: Today milk vendors are occupying the pride of place in the industry. Because of such reasons the final price of the product goes below the prices prevailing in the Indian Market. It will create milk shortage in the country adversely affecting the consumers. which yield high profits. y Quality: The quality of the milk is found to be poor as compared to the international standards. Because of these reasons they are reducing . Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance. One of the reasons for these according to the EU and America is the method of milching the milk. y Exploitation: The liberalization of the Dairy Industry is likely to be exploited by the multinationals. y Subsidy by Western Nations: There have been incidences wherein the Western nations subsidizing the dairy products by a few means like transportation. They want that the milk be processed with potable Air and Water. while in India. y Infestation: There are increasing incidents of chemical contaminants as well as residual antibiotics in milk. Hence it proves a threat to GCMMF·s and other Indian dairy products. They also want that the milching of cattle be done with the help of machines. However this type if system is yet to evolve in India. They will be interested manufacturing the milk products.

. Strengths and opportunities are fundamental and weaknesses and threats are transitory. The study of this SWOT analysis shows that the ¶strengths· and ¶opportunities· far outweigh ¶weaknesses· and ¶threats·.the market potential of Indian made products. Any investment idea can do well only when you have three essential ingredients: entrepreneurship (the ability to take risks). where GCMMF holds a lions share. innovative approach (in product lines and marketing) and values (of quality/ethics).

halo effects are not guaranteed. Amul·s advertising and marketing spend has never exceeded 1% of its revenues. It also needs to be recognized that. consistency and spirit of Indian culture in a contemporary way. while this approach can help ´kick startµ variant launches.· Amul is the common brand name for most of its products across categories.Branding Strategy UMBRELLA BRANDING Amul·s branding strategy has followed the concept of ¶Umbrella Branding. Umbrella branding can be a successful marketing strategy. Amul·s creatives³in the form of billboards or the Taste of India campaign³have always managed to evoke a larger-than-life brand feel. the Amul girl has also been used to advertise Amul ghee and milk. Despite a limited budget. However. Its ad campaign ¶Amul doodh peeta hai India.· conceptualised & created by FCB-Ulka. Amul·s strategy of using ´umbrella brandingµ has really paid off. It is circled around a one day old child who needs milk as much as to a dead man who needs ghee. They (GCMMF) are not big spenders compared to Britannia or Nestle. . this depends on having a consistent and clear brand identity across the variants. The corporate campaign ² The Taste of India caters to people belonging to all walks of life & across cultures. For instance. was drafted to proclaim its leadership position and was targeted at people across all income categories. Most other food companies spend 6-7% of revenues on advertising and marketing.

Marketing Mix PRODUCT Cheese Amul pasteurized processed cheese Amul cheese spreads Amul emmentel cheese Amul pizza mozzarella cheese Gouda cheese Cooking Amul pure ghee Amul cooking butter Amul malaipaneer Utterly delicious pizza Masti dahi Desserts Amul ice ²cream Amul shrikhand Amul mithai gulabjamun .

Amul chocolates Amul lassi Amul basundi Health drink Nutramul Amul shaktihealth food drink Bread spread Margarine Amul butter Amul lite Delicious table Milk drinks Amul kool milkshake Nutramul energy drink Amul koolflavouredbottled milk Amul mastispiced buttermilk Amul koolthandai. Powder milk Amul spray infant milk food Amul instant full cream powder .

19 .Rs.Sagar skimmed milk powderr Sagar tea coffe whitener Amul dairy whitener Fresh milk Amul fresh milk Amul gold milk Taza double toned milk Amul liteslim and trim milk Amul fresh cream a Amul shaktitoned milk Amul calciplus PRICE  Survival.  To provide service to all income group Amul butter: 100gm² Rs.18 Competitor: Mother Diary 100gm.  Capture market share.

70 Rs. 105 Rs. 3. Product Amul Butter Amul Butter Amul Lite Low fat Bread spread Amul Cheese Amul Cheese Slices Amul Cheese Chiplets Amul Cheese Pack size 100g Pack 500g Pack 200g tub Max.² Rs.190 Competitor: Gits. 32 4. 92 Rs.210 Amul Kool Milkshake 200ml² Rs. 18 Rs.70 Amul Ghee: 1Lit.Amul cheese: 200gm² Rs. 6. 1Lit.15 Competitor Nestle Milk Shake ²200ml²Rs. 197 . 60 Rs. 400g Tin 200g Pack 200g Pack 1 kg Block Rs. 5. 2.20 Sr.55 Competitor: Britannia cheese²200gm² Rs. Retail price Rs.-Rs.No: 1. 7.

 The Amul ads are one of the longest running ads based on a theme. Rs.8. 9.16 Rs.  Amul ads-creative. 10.  Not spending more than Rs 2crore on Amul butter. fresh and innovative". 21 Rs. apt forth current situation. Billboard campaign  First billboard came up in 1967  For the first one year the ads made statements of some kind  Later many topical adds came into existence  When Mumbai first saw the beginning of the Hare Rama Hare Krishna movement  Amul came up with a clincher³¶Hurry Amul.  The clean.100 PROMOTION  Advertising philosophy "to be simple. now vying for the Guinness records  1% of its turnover on promotions. emotion-based ads. Hurry Hurry . Amul Shrikhand Amul Chocolates Amul Mithaee Gulab jamun 200g Elaichi 35g Fruit &Nut 1kg.

Amul publishes some books periodically.INDIA Promotion by events  Amul Chef of the Year. the participants are required to use as many Amul products as possible ‡ Amul Maharani of the year ² in this. They are called Vidya Shree ² for 10th std and Vidya Bhushan ² for 12th std students. PLACE  Amul-Place  Channels . Basically they are related to Amul or dairy industry Amul also gives away academic excellence awards for school children every year. 2008-09  Amul Food Festival Contest  Winners of Slogan likho Disney land dekho contest  Winners of" Amulya Fly to Bangkok Contest  Sponsoring amul star voice of india Amul promotes itself by conducting various contests such as: ‡ Chef of the year. the participants are required to fill up questionnaires and then there is a lucky draw.in this. 2009 contest  Amul Maharani Contest.

000 of them by 201 Retailers: Currently online are Chennai and Calcutta Chennai. Jalgaon. Udaipur. Pune. Hyderabad and Surat. Jodhpur. Nasik. Coverage  Assortments  Locations  Inventory  Transport  Its supply chain one of the most complicated in the world. Bangalore. Mumbai. Raipur.500 parlours and plan to open 10. Wholesalers: . Delhi. Baroda. Kota. Kolkata. Delhi. Aurangabad. Siliguri/Durg. Presently 1.  Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country Channel Online (Internet): Amul cyber store Ice-cream cyber store Direct retailing through"AmulUtterlyDelicious"parlours: Major cities Ahmadabad.

000 villages benefiting 2.000 retail outlets across the country Members: 13 district cooperative milk producers 'Union No.12 million farmers.141 International Markets: Available in over 40 countries. of Producer Members: 2. Some Amul Parlours in the country run by the company or its wholesale dealers: Delhi Metro Rail Corporation The Somnath Temple National Institute of Design . Network of over 3. Singapore. WestIndies.Producer Cooperatives: This type of distribution organization is formed by agricultural producers for selling their produce in the local market. of Village Societies: 13.7 million No. Japan and China. Thailand.000 liters of milk/day from 2. countries in Africa.7 million farmers Collection 447. Locations The major markets are the US.500 distributors Coverage India: Covering 13. Delivery of goods to over 500. the Gulfregion. the Philippines.

Total Milk handling capacity: 10.4 million liters Milk Drying Capacity: 626Mts. College. MDG. Trichur. Amethi Indian Institute of Management.Kerala Sanjay Gandhi Hospital Parlour. Gandhinagar Inventory 47 depots with dry and cold ware houses of entire range of products. Kolkata Café Amul. Ahmedabad Ahmedabad Airport Surat Municipal Corporation Gujarat State Raod Transport Corporation Jubilee Mission Medical College.69 billion liters Milk collection (DailyAverage2007-08): 7.J.21 million liters per day Milk collection (Total-2007-08): 2. Mysore & Pune Wipro campus in Bangalore L. Per day Cattle feed manufacturing Capacity: 3090 Mts per day Transport .Infosys Technologies in Bangalore.

Transport cans Engages in route scheduling Has dedicated vehicle operations. liquid milk and yogurt sectors Amul·s success today is partly because of its strong supply chain design. Assortment Amul·s dominance: Products like cheese. . butter. Below is the schematic diagram of Amul·s supply chain.

Amul has come up with Amul parlours. . and many more starting up real soon. Bangalore. They have come up in major cities like Ahmadabad. Wipro. To reach out its consumers more directly and let them the total brand experience. Baroda. temples. the supply chain ought to have to maintain correct temperature. IIM-A. These parlours are set at prominent locations such as campuses of Infosys. These are called ´Utterly delicious parloursµ. IIT-B. humidity etc and the chain should move fast. Till date there are about 400 Amul parlours across the country.With products being highly perishable. Delhi. Metros etc. Mumbai. Hyderabad and Surat already.

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