Professional Documents
Culture Documents
Amul has spurred the White Revolution of India. It is also the world's
biggest vegetarian cheese brand.
•Amul grew from strength to strength ultimately becoming
synonymous with the milk revolution in india.
•As of 2012, amul held a market share of 25% in indian
dairy.
•The turnover for the financial year(2010-11) was US $2.2
billion. Its dairy milk procurement was at around 12 million
liters (peak period) per day from 15,712 villages milk
cooperative societies.
The Amul Model
.Establishment of a direct
linkage between milk
producers and consumers
by eliminating middlemen
•Professional management
5
Product strategy they follow…….!!!!
Product Position Strategy.
Product repositioning strategy.
Product overlap strategy.
Product design strategy.
Production elimination strategy.
Diversification strategy.
Value marketing strategy.
• Largest food brand in India
• High Quality, Low Price
• World's Largest Pouched Milk Brand
• Annual turnover of US $1504 million
• Highly Diverse Product Mix
• Robust Distribution Network
• Risks of highly complex supply chain
system
14
•Customers extremely satisfied
•Moved from loose milk to
•packaged milk
•Ready to try more products
•Improved socio-economic
conditions
’ s …
e 3C
Th
17
Sales Turnover Rs (million) US$ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172
2011-12 116680 2500
2012-13 137350 2540
2013-14 181434 3024 18
Expansion to foreign shores
Product Specifications
•Composition - Toned Milk, Sugar, Fruit Pulp Compound, Stabilizer ,
Active Probiotic Culture and Vitamins.
•Nutritional Information - 117 kcal/100gm.
•Shelf Life - Best Before 15 days from Packaging.
•Storage condition - Keep Under Refrigeration below 8°C.
ium range of ice cream.
c: A su per prem
Amul launches epi
Utterlydelicious
pizza
Amul emmental
cheese
Amul cheese
spreads 22
Health Conscious
Nutramul
• Amul lite
Political clout
disrupts flight
schedules! –
July’15
Vyapam scam
gets murkier-
July’15
Debt crisis intensifies! –
July’15
Mar 26, 2015 KCC Annual Boxing Day Hockey 2014 - Players in Amul T Shirts