AMUL

ANAND MILK UNITED

LIMITED
 Introduction

 The largest food brand in India and world's Largest Pouched Milk Brand ‘Amul’ is a
brand name managed by Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF).
 This name has its origin in the Sanskrit word "Amoolya," (meaning Priceless) and was
actually suggested by an employee of Gujarat Co-operative Milk Marketing Federation
Ltd. (GCMMF)
 The Gujarat Cooperative Milk Marketing Federation Ltd, Anand (GCMMF) is the
largest food products marketing organisation of India and is the apex organization of
the Dairy Cooperatives of Gujarat.
 With a turnover of INR 67.11 billion GCMMF has created an economic network that
links :
• millions of consumers in India and abroad,
 2.8 million village milk producers,
 a cooperative system that includes 13,141 Village Dairy Cooperative Societies (VDCS) at
the village level,
 further affiliated to 13 District Cooperative Milk Producers’ Unions at the District level
and GCMMF at the State level.
Father of White Revolution

 The father of the White Revolution, Dr. Verghese

Kurien and the World Food Prize & the Magsaysay
Award winner, is responsible for the grand success of
brand ‘Amul’.
What makes AMUL successful???
Business Model

 Objective :
 Deliver profitable and equitable returns to a large
number of farmers for a long period of time

 Additional objective
 Develop the supplier over the long term through
social change.
Success depends on

• High collection rate of milk

• Required increasing membership with more village societies

• Better Cattle management- Better milk yield

• Ensure cost to farmers and high quality to customer at low

prices
Co-ordination
 Large number of organisations and entities in the supply chain

 GCMMF and the unions play a major role in achieving control

 Interlocking control - The board is drawn from the heads of all

the unions, and the boards of the unions comprise of farmers
elected through village societies

 The federation handles the distribution of end products and

coordination with retailers and the dealers.

 The unions coordinate the supply side activities.

Marketing and Advertising
Strategies
1)Quality
• No brand can survive long if it’s quality is not equal or exceed customer expectations.
• Incase of food product hygienic, taste, bacteriological & organoleptic standard –main
essence.
2)Value for money
• Customers get more than what they pay.
• Keep price fair & do best to ensure that retailers don’t gain at the expense of customer .
3)Availability
 Brand available when and where customers want.
 Amul has nation’s finest distribution network.

4)Service
 Committed to total quality.
Targeting

 Changing retail environment

 Striking out on its own, with Amul Outlets or parlors to
deliver consumers total brand experience
 Launched in 2002, there are now 400 Amul parlors across the
country, which contributed 3% to the brand’s total turnover
last year.
High profile locations: Amul parlors are today present on
campuses of Infosys, Wipro, IIM-A, IIT-B, Temples, Metro rail
and railway stations in Gujarat.
Promotion

 Given this wide product portfolio, Amul’s approach is to promote its brands in a
rotational cycle of two to three years.

 After ice-creams were launched in 1996, the category was re-visited in 1999, in order
to improve availability of the product and make it affordable.
The focus shifted to cheese in 2001, Amul Masti Chaas in 2004-05 (sales of Masti dahi
grew by 25%), Nutramul and Kool Kafe in 2006 and Amul Koko — cold chocolate drink
in 2007
 Below-the-line activity has grown too — such as the Amul food festival, which has
been held for the last four year between October and December in about 50,000 retail
outlets.
 The Chef Of India promo invites hotel chefs to come up with recipes using as many
Amul products as possible, and is conducted at city, state and national level.
Digital Advertising
Amul Cyber Store

Amul in Social Networking

Amul Indulges in Second Life marketing – Advergaming

Amul Parlors
Mission 2020 of Amul

 Amul envisages that the dairy cooperatives of Gujarat will

have a group turnover of Rs. 27000 crores by the year 2020.
This will be a three-fold increase over its current group turnover of
approx. Rs. 9600 crores. Milk production in milk shed area will increase to 231
lakh kg per day (23.1 million kg per day), at an annual growth rate of 4%.

 Amul will create fresh avenues for growth by tapping the rising demand for
new value-added products. Special emphasis will be given to strengthening
their presence in the large market for liquid milk, in metropolitan cities.

 Plan to double to processing capacity of dairy plants to 20.7 million kg per day,
by 2020. This would include multi-fold capacity expansion for major product
categories including milk powders, Ice-cream, paneer, cheese, ethnic sweets,
curd, ghee and other dairy products.
SWOT Analysis of Amul
Strength
•Demand profile
•Flexibility of product mix
•Technical manpower
•Trust enjoyed by its products
•Strong cooperative organization
•Introduced TQM
Opportunities
•Value addition
•Export potential
•Used internet to sell its products
•Introduced hybrid products in
the market
•Exploring foreign markets
Weakness
•Logistics of procurement
•Competition
•Short self life of its products
•Completely dependent on
villages for its raw material
•Salaries offered is less compared
to competitors
Threat
•Milk vendors, the un-organized
sector
•Strong competition from MNCs
• Competition from private dairies
and local milk suppliers
• The yield of Indian cattle still
much lower than other dairy
countries
 CONCLUSION
 Amul's remarkable success story is a testament to the potential of
cooperative models, innovation, and social responsibility. From its
humble beginnings as a dairy cooperative in 1946, Amul has grown
into a global brand, empowering millions of farmers in India. Driven
by visionary leadership and adaptability, it serves as an inspiration for
businesses and individuals alike. Amul underscores the enduring
value of sustainable and ethical practices in achieving long-term
success while making a positive impact on society. Its journey teaches
us that with dedication, innovation, and community support, even the
most modest beginnings can lead to remarkable and lasting
achievements.
Thank You