SUCESSFUL JOURNEY OF AMUL

PRESENTED BY:
RANJANA UPADHYAY
SHIVANI PANDEY
SIDRA MALIK
SHANTANU TEWARI
CONTENT
 INTRODUCTION & HISTORY
 REASON FOR SUCCESS
 AMUL GROWTH RATE
 AMUL- BUSINESS MODEL
 AMUL BUSINESS STRATEGIES
 SWOT ANALYSIS

 AMUL CUSTOMER BASED MARKET

SEGMENTATION
 PRODUCT STRATEGY OF AMUL
 COMPETITORS
 INTRODUCTION &
HISTORY
• Formed in 1946. is a diary cooperative movement in India with 250 liters if
milk per day with the name KAIRA DISTRICT CO-OERATIVE MILK
PRODUCION UNION.
• A brand name Amul is managed by Gujrat Co-operative Milk Marketing
Federation Ltd. (GCMMF).
• The Brand name Amul means “AMULYA” (suggested by a quality control
expert in Anand). This word derived from the Sanskrit word “AMULYA”
which means “PRICELESS”.
• Amul has spurred the white revolution of India, which has made India the
largest producer of milk and milk products in the world and the white
revolution has finally created a billion-dollor brand.
• Dr. Verghese Kurien, former chairman of the GCMMF – the man behind the
success of Amul.
 REASON FOR SUCESS
Robust supply chain

Low cost strategy

Diverse product Mix

Amul butter, milk powder, ghee, cheese, chocolate,
SUCCESS nutramul, Milk and Amulya

Strong Distribution Network

Technology and e- initiatives

The brand value of Amul- Quality Value

for money, availability, service
 AMUL GROWTH RATE
(GCMMF) said it has registered a provisional turnover of Rs 55,055
crore (2022-2023)
Rs 38500 crore mark in 2020.
The turnover growth of 18.5 per cent is largely due to demand for
branded consumer products
 AMUL BUSNINESS MODEL

RAW MILK

PASTEURIZATON
PASTEURIZATION

CONDENSED
PACKAGED MILK DRIED
GHEE
ICE CREAM SKIMMED MILK
BUTTER
BEVERAGES POWDER
CREAM

• Every day Amul collects 7 million liters of milk from 2.6 million formers, converts the milk
into branded, packed product and delivers goods to over 5,00,000 retail outlets across the
country.
• Its supply chain one of the most complicated in the world.
 AMUL BUSINESS STRAGIES
Developing demand
 Limited purchasing power, models consumption levels
 A low-cost price strategy products

The distribution network

 Dry and cold warehouses
 Cash transactions throughout the supply chain
 JIT improves dealers return on investment

Umbrella brand
 Common brand for most product categories
 Alum’s sub-brands, edible oil products- Dhara, mineral water – Jal Dhara brand while fruit drinks-
Safal

Third party service providers

 Core is milk processing, production of dairy products
 Logistics of Milk collection, distribution of dairy products, sale of products through dealers and retail
stores
 SWOT ANALYSIS OF AMUL
WEAKNESSES
STRENGTHS
 Strong dependency on weak
 Largest food brand in India & Asia
infrastructure & completely
 High quality, low price
dependent on villages for its row
 Introduced TQM
materials
 World’s largest pouched Milk Brand
 Risks of highly complex supply chain
 Annual turnover of 55,055 Crore
system
 Highly Diverse product Mix
 Short self life of its product

OPPORTUNITIES
 Penetrate international markets THREATS
 Competitors Hindustan lever, Nestle,
 Diversify product portfolio to enter
Britannia and local players
new product categories and expand
 Stiff competition from MNCs in butter
existing categories like processed
 Growing price of milk and milk
foods, chocolates etc.
 Use internet to sell its products products
 Ban on exports of milk powder
CUSTOMER BASED MARKET
SEGMENTATION
Amul Kool, chocolate, milk nutramul energy
KIDS drink, Amul Kool milk, Amul lassi

Amul calci +
WOMEN

Utterly delicious pizza, Amul pizza cheese,

YOUTH Amul cheese spread
Amul lassi

Amul lite, sagar skimmed milk powder, Amul

CALORI
lite slim and trim milk
CONSCIOUS

HEALTH
Nutramul, Amul Shakti Health Food Drink
CONSCIOUS
PRODUCT STRATEGY OF AMUL
1. Product positioning strategy –
• low price Amul ice- creams made walls like hell
• Chocolate milk was launched ‘ Amul Kool Koko’
2. Product Re-Positioning strategy -
• Jaldhara- Narmada Neer

3. Product overlap strategy

• Amul processed cheese vs cheese spread
• Nutramul Energy Drink vs Amul Kool
4. Product Design strategy
• Use of utterly – butterly girl since a1967
 PRODUCT STRATEGY OF AMUL
5. Product Elimination
• Eliminated jaldhara- bottled water

6. Diversification strategy
• Dairy products-
E.g. -Fresh Milk, Milk Drinks & Deserts
Bread Spreads and cheese products

• Non dairy products-

Egg. ,Veg oil, snacks, Instant food
COMPETITORS
• BRITTANIA
• NESTLE
• HLL
• CADBOURY
• MOTHER DAIRY
CONCLUSION
• Amul has risen from Indian soil and remains Indian in every
sense.
• There is ample scope in the low priced segment as also in other
categories
• There are a significant number of retailers who are currently
stocking more than two brands.
• Amul has the opportunity to capture the more evolved young
adults and children who are open to new products provided they
meet their expections
THANK YOU