Introduction

Anand Milk Union Limited or Amul formed in 1946, is an Indian

dairy cooperative, based at Anand in the state of Gujarat and
the founder was Verghese Kurien. The CEO of AMUL is Mr R.S.
Sodhi.

Amul spurred India's White Revolution, which made the

country the world's largest producer of milk and milk products.

It is a brand managed by cooperative body. the Gujarat Co-

operative milk marketing federation ltd (GCMMF) which today
is jointly owned by 3.6 million milk producers in Gujarat.

It is the Apex organization of the Dairy Cooperatives of

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 Turnover by 2017-18

• Amul turnover grows 8% to Rs 29,085 crore in 2017-18

• The group turnover of Amul brand has crossed Rs 41,000 crores

which is 10% higher than last year.
AMUL in International Business
•BAHRAIN
•QATAR
•KUWAIT
•UAE
•AFGHANISTAN
•CHINA
•NEPAL
•BANGLADESH
•SRI LANKA
•MYANMAR
•THAILAND
•SUNGAPORE
•BRUNEI
•MALAYSIA
•JAPAN
•HONG KONG
•PHILIPPINES
•AUSTRALIA
•NEW ZEALAND
•ST MAARTEEN
•USA
Why AMUL is successful today?

• Strong Distribution network.

• Customer based market segmentation
• Competitive Strategy
• Diversification
• Contribution towards the society
Strong Distribution Network

• 500000 retail outlets

• 3500 distributors

• 47 depots with dry and cold warehouses

Customer based market segmentation

• Kids
• Women
• Youth
• Calorie Conscious
• Health Conscious
Competitive Strategy of AMUL

• Product positioning Strategy

• Product repositioning strategy
• Product overlap strategy
• Product design strategy
• Product elimination strategy
Product positioning strategy
Product Design Strategy
Using since 1967
Entered in the Guinness Book of World Record

Utterly-
Butterly Girl
Diversification
Dairy Non-Dairy
Contribution to the Society
Amul Relief Trust
GCMMF formed a specific organization named "Amul Relief Trust" (ART) under the Chairmanship of
Dr. V. Kurien in 2001 with a donation of Rs. 50 Millions for reconstruction of the school buildings
damaged in the 2001 earthquake in the Kutch area.