amul

1. PRESENTATION
ON

2. ROLL NO.
NAME OF MEMBERS
134
SUNEET HEREKAR
121
ANIKET SALVI
TOPIC NAME
Introduction, History
Growth Rate & Business Model, Diverse Product
Mix
128
SANDESH BHIRADE
98
MANISHA MORE
124
RACHIT JAJOO
101
PRAGATI KEDAR
The 3 C’S Model
Mix… Product for every one
Amul Competitors
AMUL – PRODUCT PORTFOLIO
SWOT Analysis
BCG Matrix & The BCG Growth- Share Matrix
4 P’s of marketing,Advertisement,Reasons For Success,
Amul is going globally,Conclusion

4. WORLD’S
BIGGEST
VEGETARIAN
CHEESE
BRAND
WORLD’S
LARGEST
POUCHED
MILK
BRAND

5. WE WILL MISS YOU MILK MAN OF INDIA
THANK YOU FOR GIVING US HAUSLA, PRAGATI AND ANAND
REST IN PEACE TO HONORABLE DR. VERGHESE KURIEN BY OUR GROUP MEMBERS

6. Introduction
History
Growth Rate & Business Model
Diverse Product Mix
The 3 C’S Model
Mix… Product for every one
Amul Competitors
Amul – product portfolio
SWOT Analysis
BCG Matrix & The BCG Growth- Share Matrix
4 P’s of marketing
Advertisement
Reasons For Success
Amul is going globally
Conclusion

7. Formed in 1946, is a dairy cooperative movement in India with 250 liters of
milk per day with name KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’
UNION.
•A brand name AMUL is managed by Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF).
•The brand name Amul means “AMULYA” (suggested by a quality control
expert in Anand). This word derived form the Sanskrit word “AMULYA” which
means “PRICELESS”.

8. •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-dollar brand.
•Today Amul dairy is No. 1 dairy in Asia and No. 2 in the world , which is
matter of proud for Gujarat and whole India.
•Amul has more than 150 chilling centers in various villages.
•Dr. Varghese Kurien, former chairman of the GCMMF – the man behind
the success of Amul.

9. Annual Turnover Of Rs 4300 Crore (2006-07)
Rs 10,000-crore mark over the next three years.
Four decades to become Rs 2,000-crore entity But, the turnover doubled to
over Rs 4,300 crore within nine years from 1999 to 2007
Annual Turnover
10000
10000
INR Crores
8000
6000
4300
4000
2000
2000
0
1946
1999
2007
2008
Time Frame
2009
2010

10. 

Every day Amul collects 7 million
liters of milk from 2.6 million
farmers (many illiterate), converts
the milk into branded, packaged
products, and delivers goods to over
500,000 retail outlets across the
country.
Its supply chain one of the most
complicated in the world.
Raw
Milk
Condensed
Packaged
Milk
Dried
Ghee
Butter
Cream
Ice cream
Beverages
Skimmed
Milk
Powder

11. 









Amul Butter,
Milk Powder,
Ghee,
Amulspray,
Cheese,
Chocolates,
Shrikhand,
Ice cream,
Nutramul,
Milk and Amulya
11

12. •Defending against Mahananda,
Vijay, Milma & other co-operative
milk brands
•Customers extremely satisfied
•Moved from loose milk to
•packaged milk
•Ready to try more products
•Improved socio-economic
conditions
•Aggressive moves against
Britannia, Nestle, Mother Dairy
and Kwality
Competitor
Customer
Company
•Largest milk brand in Asia
•More than 30 dairy brands
•Market leader in ghee & butter
•Very strong supply chain
•Enjoys Fine reputation
•Quality with Affordability

13. o Amul never forget its “primary customer”
- Amul collects 7 million liters of milk from 2.6
million formers(many ittiterate)
o Product for youth
- Amul launches Chocolate milk under brand
name “AMUL KOOL KOKO” targeting the youth
o Product for diabetic people
-India’s First pro-Biotic Wellness Ice cream &
Sugar Free Delights For Diabetics

14. oProduct for the health
conscious
- Amul Launched “low fat, low
cholesterol
bread spreads”
oProduct for the price
sensitive India
- Low Priced Amul Ice Creams and
affordable ‘sagar’ whitener
oProduct for the urban class
- Amul launched emmental,
gouda and pizza mozzarella cheese

16. Category
Butter
Milk Powder
Cheese
Ice- Cream
Sweets
Chocolate Drink
Chocolate
Market Share
Market Position
85%
1
40%
1
50%
24.75% (HUL-28.22%,
Mother Diary- 8.66%)
1
2
50%
1
90%
1
10% (Cadbury- 70%)
3

17. Largest food brand in India & Asia High
Quality, Low Price
Introduced TQM
World’s Largest Pouched Milk Brand Annual
turnover of 4300Crore(2006-07)
strength
Highly Diverse Product Mix
Robust Distribution Network
Strong dependency on weak infrastructure
& completely dependent on villages for its
raw materials
Risks of highly complex supply chain
system
weakness
Short self life of its Products
Alliance with third parties who do not
belong to the organized sector

18. Penetrate international markets
Diversify product portfolio to entre new products
categories and expand existing categories like
processed foods, chocolates etc.
Use internet to sell its products
Opportunities
Competitors- Hindustan lever, Nestle, Britannia and
Local players
Stiff competitions from MNC’s in butter
Threats
Growing price of milk and milk products
Ban on exports of milk powder
The yield of India cattle still much lower than other
dairy countries.

19.  BOSTON CONSULTING GROUP (BCG) MATRIX is developed by “ BRUCE
HENDERSON” OF THE BOSTON CONSULTING GROUP IN THE EARLY 1970’s.
 According to this technique, businesses or product are classified as low or
high performers depending upon their market growth rate and relative
market share.

20. It is a portfolio planning model
which is based on the
observation that a company’s
business units can be classified
in to four categories:
 Stars
 Question marks
 Cash cows
 Dogs


It is based on the combination
of market growth and market
share relative to the next best
competitor.
20

21. Star are leaders in business.
They also require heavy investment, to maintain its market
share.
It leads to large amount of cash consumption and cash
generation.
Attempts should be made to hold the market share
otherwise the star will become a CASH COW.

22. Most businesses start of as question marks.
They will absorb great amounts of cash if the market share
remain unchanged, (low).
Question marks have potential to become ater and eventually
cash cow but can also become a dog.
Investment should be high for question marks

23. 



They are foundation of the company and often the star of yesterday.
They generate more cash than required.
They extract the profits by investing as little cash as possible.
They are located in an industry that is mature, not growing or declining.

24. Dogs are the cash traps.
Dogs do not potential to bring in much cash.
Number of dogs in the company should minimized.
Business is situated at a declining stage.

25. High
Amul IceCream
Amul cheese
Amul chocolate
Business
growth rate
Low
Amul butter
Amul chocolate drink
High
Low
Relative Market Share

28. Cost of milk.
Labor cost.
Packaging cost.
Processing cost.
Advertisement cost.
Transportation cost.
Sales promotion cost.
Taxes etc.

29. 



Uses of variety of media to communicate.
Most famous in bill board
Amul Butter girl is one of the longest run ad
Campaign using like Amul star voice of India.

31. MOVIES

35. Product
diversification
Use updated
Technology
Easy
Availability
Test & Trust
Promotions
Success
factor of
Amul
Pricing
Strategy

36. GCMMF has signed an agreement with Wal-Mart to stock its shelves with products under
its Amul brand name. Amul processed cheese, pure ghee, shrikhand, Nutramul, Amul’s
Mithaee Gulab Jamuns are few of the products marketed in US markets.
50% of Americans being medically obese & if Amul is really looking to capture the hearts of
the 2nd and 3rd of Indians, offering low-fat versions of its brands, would make a lot of
commercial sense. Hence targeting the large Indian community in the US
markets with its niche products like Mithai, Packaged ready to eat foots market, it can
definitely expand its market to a large extent.
Overseas markets- Mauritius, UAE, Bangladesh, Australia, China, Singapore, Malaysia ,
Nepal, Pakistan, Hong Kong and a few South African countries.
Fresh plans of flooding the markets of Japan & Srilanka.
Tie up with Glaxo to sell baby food…

37. Amul can try out the following ideas:
I) Amul can venture out on new products like Toned milk,
Condensed milk that can be used for sweets, Baby food products,
II) There are certain product like Amul basundi, gulab jamoon, chocolates etc
which are not as popular as Amul ice cream. Amul must try to understand the
cause of this through thorough market research and work on improving these
products
III) Though Amul’s hoardings are a huge success, it can penetrate even better
in the rural areas by advertising through the media via cable channels and
newspapers. Sponsoring shows in TV, sports events can be of great help.

38. THANK YOU…
ANY QUESTION??