Introduction

The Bottom of the Pyramid Structure.

Founded by Dr. Verghese Kurien : Father of white revolution in India

Successful value for money strategy.

A successful cooperative society that always take care of the farmers and loyal customers.

Value Proposition
Tangible-product portfolio.

Continued.
Intangible- Reliability

Trademark
It is easily found at all retail outlets Amul Have applied for its Amul girl as a trade mark

Value Network
5lakhs retail outlet, 3500 distibutors,47 depots

25lakhs producer member & over 12000 village societies.

Channel structure: farmer-manufacturerdistributor-retailer-consumer Liquid milk distributed by vendors Co-operative development programs

Competitive Strategy
Matching demand and supply.

Vast and complex supply chain.

Developing demand. Introducing higher value products. Umbrella Branding Strategy. e-initiative strategy.

Sales Turnover

***Source: http://www.amul.com/organisation.html

Market Share(%) of GCMMF (AMUL brand) in Various Product Categories

***Source: Business Today

GCMMFs Supply Chain

***Source: IIM(A), Working Paper No. 2002-05-06

The Supply-Demand Linkages

***Source: IIM(A), Working Paper No. 2002-05-06

Thank You