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PRELUDE PUBLIC SCHOOL AGRA

PRESENTATION ON AMUL INDIA

PRELUDE PUBLIC SCHOOL AGRA PRESENTATION ON AMUL INDIA SUBMITTED TO: PRESENTED BY: MR. RAVI PRABHAKAR MADHAV

SUBMITTED TO: PRESENTED BY:

MR. RAVI PRABHAKAR

MADHAV MITTAL XI -B

FOUNDER OF AMUL INDIA

FOUNDER

OF

AMUL

INDIA

FO UNDER O F AM UL INDIA

Verghese Kurien (26 November 1921 – 9 September 2012) was an Indian social entrepreneur who is known as the Father of White Revolution in India for his Operation Flood, the world's largest agricultural development programme. This transformed India from a milk-deficient nation to the world's largest milk producer, surpassing the United States of America in 1998,with about 17 percent of global

output in 2010–11, which in 30 years doubled milk available to every person. Dairy farming became India's largest self-sustaining industry. He also made India self-sufficient in edible oils taking on the powerful and entrenched oil supplying lobby.

He founded major institutes such as Anand Milk Federation Union Limited, National Dairy Development Board and Institute of Rural Management Anand. As the founding chairman of the Gujarat Co-operative Milk Marketing Federation (GCMMF), Kurien was responsible for the creation and success of the Amul brand of dairy products. A key achievement at Amul was the invention of milk powder processed from buffalo- milk abundant in India as opposed to that made from cow-milk

in the then major milk producing nations. This led Prime

Minister Lal Bahadur Shastri to appoint him the founder- chairman of National Dairy Development Board(NDDB) in 1965, to replicate Amul's "Anand model" nationwide. He is regarded as one of the greatest proponents of the cooperative movement in the world, his work having lifted millions out of poverty in India and outside.

ABBREVIATION/FULL FO RM

AMUL A – ANAND M – MILK U – UNION L – LIMITED Hence, (ANAND MILK

UNION LIMITED

ABBREVIATION/FULL FO RM  AMUL  A – ANAND  M – MILK U – UNION

PO INTS TO BE COVERED IN THIS TO PIC

Company profile mission & vision Competition & market share Objectives marketing mix

AM UL…

Type – co-operative Founded in – 1946 Headquarters – Anand ,India Industry – dairy Key people - Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF)

Products - milk and related product Revenue - $ 1 billion Employee – 2.41 million milk producer Slogan – The Taste Of India ..

CO M PANY PRO FILE…

Amul Ice Cream was launched on 10th March, 1996 in Gujarat.

In 1997, Amul ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi in 2002.

Nationally it was rolled out across

the country in 1999.

In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice Cream, which was a first in India

VISION AND M ISSION OF AM UL

Vision…… ..

Amul ‟s vision is to provide more and more satisfaction to the farmers, employees and distributers

Mission……

We at GCMMF (Gujarat Co-operative milk Marketing Federation) endeavor to satisfy the tasteand

nutritional requirements of the customers of the world, through excellence in marketing byour committed team. Through co-operative networking, we are committed to offering quality products that provide best value for money.”

DIVERSE PRO DUCT M IX

Amul Butter Milk Powder Ghee Amulspray Cheese Chocolates

Shrikhand Ice cream Nutramul Milk and Amulya

M ARKET SHARE

AMUL Ice cream is among the Asia’a top 10 Ice cream brands.

In a short span of 6 years, Amul Ice Cream has become No.1 Ice Cream brand in the country. Amul ice cream

is now the only national brand and

other Ice Cream brands are regional.

Our position in the market: Amul No.1 brand in India: Amul has achieved a market share of 38% (4.5 times lar er than nearest

CO M PETITIO N

CO M PETITIO N
CO M PETITIO N
CO M PETITIO N
CO M PETITIO N

THE 4 P’S O F M ARKETING

THE 4 P’S O F M ARKETING

PRO DUCT …

Description –

Utterly delicious ice cream made from fresh milk available in a wide range of flavours and packs.

Product Features –

Best Ingredients: Fresh milk, superior fruits &

nuts. No Differentiation in Quality Standards

of Consumer & Catering/ Institutional Packs Prolife & SUGAR FREE Probiotic: Made from Fresh Milk (Real Milk, Real Ice cream

M IX… PRO DUCT FO R EVERY O NE

Amul never forgot its “primary customer” – Amul collects 447,000 ltrs 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.

M IX… PRO DUCT FO R EVERY O NE

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 emmental, gouda and pizza mozzarella cheese

PRICE…

Penetration pricing value pricing Vanilla 100gm ice cream – Rs.20 Competitor: Mother Diary, vadilal , cream bell.

Low-cost price strategy core philosophy of providing ice cream at a basic, affordable price to appeal the common masses

PLACE: A GLO BAL DISTRIBUTO R…

GCMMF is India's largest exporter of Dairy Products

APEDA Award

Excellence in Dairy Product Exports for the last 9 years

PRO M O TIO N…

ADVERTISING fresh and innovative". The clean, emotion-based ads.

Amul ads -creative, apt for the current situation.

The Amul ads are one of the longest running ads based on same theme

1% of its turnover on promotions.

AM UL GRO W TH

AM UL GRO W TH

SW O T ANALYSIS O F AM UL

SW O T ANALYSIS O F AM UL

HOW AMUL TURNED INDIA INTO THE WORLD’S

LARGEST MILK PRODUCER

Amul is one of India’s most iconic brands. It’s a dairy cooperative based in the town of Anand, in Gujarat state and was born out of the so-called “ white revolution” which turned India into the world’s largest milk producing country. The company is most known for butter and milk, but produces

dozens of products from frozen yogurt to paneer. With $2 billion in revenue, the brand is as recognizable across India as Coca-Cola and has recently begin exporting products to the Indian

How the w orkers w ork ?

Anyone in the state of Gujarat is able to join the cooperative provided they own at least one cow. In doing so, that farmer is granted one vote toward electing what is known as a Village Dairy Cooperative Society – a hyperlocal group who manage

milk collection at the village level and pay

farmers on the spot for their milk. The village society is the lowest of three tiers of management which continues to the district and state level.

W hat is the econom ic im pact ?

Village societies run small collection shops which purchase milk from farmers twice a day. They are seldom more than a kilometer from the

actual cows and pay out about $1 a day for a

typical cow’s output.

This may not seem like

a princely sum, but given that most small farmers consider their cows to be a strictly an

“on the side” business, that money can make a

substantial difference in their lives – even if they only own one or two cows. The $1 per day sum is also after expenses – GCMMF offers basic veterinary care and nutrition to cows.

W hat is the IT angle ?

SAP’s Enterprise Resource Planning technology has been implemented at the higher levels of GCMMF to improve the efficiency of transporting milk from thousands of collection points to a central facility as well as product manufacturing and distribution – including general monitoring of the

enterprise. With three million farmers making at least two transactions a day at thousands of collection facilities, you can imagine how complex things get.

O BJECTIVES

To capture the large share of the market.

To provide max. customer satisfaction. Continue product modification and improvement effort

to increase customer beefit and

reduce cost.

To meet the highest international standards of quality.

To expand production capacity.